Why Apple is Going 'White' With their new Mobile Devices

It's all about looking friendly.

Feb 28 2011, 12:08pm CST | by Robert Evans

Why Apple is Going 'White' With their new Mobile Devices

The saying goes, "Once you go black, you never go back", but somehow I don't think that applies to mobile devices. As you may have heard, the iPhone 5 may be all-white. As you've almost certainly heard by now, the iPad 2 has leaked out. One render and a leaked bezel piece tip that the new 'pad will launch in white as well as black.

We'll know what's up for certain on March 2. For now, we're left to ponder why Apple seems to be switching their default color scheme over to white. They didn't exactly have an easy time with the white iPhone. Rumor has it that manufacturing defects made it impossible to release a white iPhone 4 at the same manufacturing quality as the default model.

But, if these rumors are true, that problem won't exist with the iPad 2 or the iPhone 5. But that alone isn't reason for Apple to make such a switch. So why is Apple taking this big leap?

Android. More specifically, the way Verizon, et al. have chosen to advertise for Android.

Let's pull up a few images from recent Android smartphone TV spots.

Primary colors? Black, with a little grey thrown in there for some variety. It's even more obvious with the Xoom advertisements. Check it:

White, slavish iOS users. And one brave man wearing grey and black and wielding a black tablet.

I'm not sure who is to blame here, but Android seems to have very successfully attached the color black to their brand. Android's flagship devices tend to be big, powerful gadgets, with a lot going on under the hood and very aggressive, masculine advertisements. Android gadgets are built for war. iOS devices are built to intimidate as few people as possible.

The coming white-only iPhone 5 and white iPad 2 are evidence that Apple recognizes this dichotomy- and approves of it. Let Android have their deep, gravelly Hollywood voiceovers and back ally surgeries. iOS will keep being fluffy, pretty and completely non-threatening. You'll catch more flies with honey, than with severed thumbs:

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Robert Evans
The excitement about new smartphones, tablets and anything mobile drive Robert to unearth the latest rumors and developments in this fast moving space. He adopted 4G as soon as it become available and knows where the mobile market is going.
Robert can be contacted directly at robert@i4u.com.