I've been to all of the NYC stores comparing their display model screens to my "warm/yellowish/jaundiced" screen and 100% of the displays have the cooler white screen. They obviously want to market the iphone as having a cooler color temp but the manufacturer had a huge bad run of lcd's and they're trying to work through it. I've exchanged mine twice and both times ended up with a "warm" screen, the genius is never willing to do a replacement for that issue alone but if you know what your talking about they will eventually budge. Don't bother asking them to open more black boxes, if one is yellow they're all gonna be yellow. I'm thinking in a couple months the inventory of this yellow batch will be gone and the nice white ones will be stocked for replacements.