This is about the colour temperature of the screen. I am having the same issue here, the new ipad seems far more harsh than my ipad 2 which is much warmer, yellowish orange colours like icabmobile, the yellow of photos, and notes, seem a much harsher tone of yellow. Another example, the yellow, goldish orange from ebay seems just more of bright washed out yellow. Certainly the text is a joy but this detracts a lot from it. Are all new ipads that cold in temperature or did I get a particularly cold model? I don't know my ass from my elbow btw about color but this is very obvious when put side to side, the colours on the ipad 2 seem more saturated (if I am using the term right), warmer, deeper and less harsh. Black on white is much more enjoyable to read. Do other people have the same experiences? Are all ipad 3's compared to 2's like this?