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Update...

I checked out the iPhone 4 display units at the AT&T Store over lunch and both of them look like my 3G--brighter with true blues. The manager even agreed with me that the screen didn't look quite right. Guess I might try to exchange this one.

Your 32GB looks like every other 32GB I've seen; I'm willing to bet all the demo models you saw in store were 16GB models. They have a much better screen than the 32's. I'm on my second 32GB and it looks just like the first; however, my girlfriend's 16 and every other 16 I've seen looks great.

Go figure, you pay more for the top of the line model and get an inferior product.
 
My iPhone 4 is cooler in color compared to my 3G which is warmer. I don't have a calibrator to check the colors, but my CRT is set to 7000k so holding the phone up to my screen I can make some very rough estimates. The iPhone 4 is a tad cooler, maybe 7200K. My 3G is warmer, around 6500K. Overall i'd say both look good, its just personal preference.
 
I have experienced the color variation as well. I purchased 2 16gb iPhone 4’s on launch day and one display is whiter than the other. I exchanged the one with a yellow hue and received one that was similar in tone. The difference is not that noticeable unless they are compared together. I did look at the store display units and they seemed to be whiter in color than the phone I exchanged out for. Guess I am going to stop worrying about it and just treat it like a phone and stop looking it like it belongs in the Louvre : )

Side note: My phone serial numbers start out 7R and 7S and both were manufactured the week of the 26th.
 

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as you can see here


https://forums.macrumors.com/posts/10331801/

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the one with less yellow phone are actually the better phone.

and to prove it , go to any Apple store . if you find one with blue screen, go to the wallpapers and compare it to ur device


all the pictures, and i mean ALL of them. will look better on the with less blue " or what u people like to call it yellow "


anyone who has yellow phone you should consider your self extreamly lucky.


the 3Gs had the same thing. the first iphone 3Gs were perfect in color. the newer patch now has more blue into it " cheaper screen models as many websites said "

even the black level in the blue iphones are not as good as the iphones with less blue color . the blacks are much darkers on the less blue iphone 4s.


i have tested 5 units .

there are actually many photographers here. and they all said the less blue is the real good one.

actually. the pictures here don't lie. you will make a mistake if u search for the blue screen.
 
After using it under direct sunlight (more than 90 degrees) for about 15 minutes, I noticed the lower edges became yellowish. I don't remember experiencing this on my previous iPhone 3G. Guess I'll be making a trip to Apple...
 
I've got my IPhone4 and compare to my 3G. I am dissapointed a little, because I prefer blue color over yellow.
I don't have receipt yet so it will be hard to replace my and I doubt that new one will be better.
 
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