I don't care what Apple says about trying to make it 'warmer.' I don't buy it. They've no doubt got a cheaper screen on there, and my guess is they've tried to cover their tracks by skewing the white balance and making it brighter. The screen on the 1st iphone is epic. This new one doesn't hold a candle to it. Dark colors wash out.. people are red/'yellow. I guess this is what happens when you mass produce and try to take over the world. Quality goes out the door.