Omnipresence of white iPad in Marketing

Inopia-Vi

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Jul 20, 2011
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I just noticed that from all the images, the black iPad seems to be less and less present on the apple website. I find it odd because a few months ago, they sent a notice to developers to use black iPhone when presenting their apps. Are we seeing a trend to go back to white or is it only a change from the 2 last generations of iPads... What do you think?

List:

Front page of Apple: White iPad (Resolutionary)
Tv ads and new iPad video: All white
Features page; All white but dictation, airplay and smart cover section

Howerver, in the built-in apps and iCloud tabs, black is back...
 

MR1324

macrumors 6502
Nov 22, 2010
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i guarantee it wasn't a random decision to primarily use the white ipad on the apple website. it looks better, cleaner, and blends in with the white apple background and emphasizes what's on the ipad screen more.
 

nikhsub1

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Jun 19, 2007
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mmmm... jessica.'s beer...
Wirelessly posted (Mozilla/5.0 (iPhone; CPU iPhone OS 5_1 like Mac OS X) AppleWebKit/534.46 (KHTML, like Gecko) Version/5.1 Mobile/9B179 Safari/7534.48.3)

White is the new black.
 

Richard Peters

macrumors regular
Jul 18, 2010
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Surrey, UK
i guarantee it wasn't a random decision to primarily use the white ipad on the apple website. it looks better, cleaner, and blends in with the white apple background and emphasizes what's on the ipad screen more.
Agreed, white looks very clean and 'fresh' which makes it initially look more appealing to the average viewer.
 

Jackintosh

macrumors 6502a
Mar 21, 2009
571
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Illinois
I agree with above. The white iPad just looks more elegant, putting aside pluses or minuses of distraction in watching movies. I think Apple wants to show off its products as unique, and showing them in black as every other piece of electronics already is in the marketplace doesn't do that.

A white object is also more revealing and eye catching than dark objects in marketing and advertising.
 

Arnezie

macrumors 65816
Oct 10, 2011
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It's to stand out and show the uniqueness of apple. Most devices are black.
 

Inopia-Vi

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Jul 20, 2011
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You are wright, it was not a random choice. But, don't you find it suprising, after all those years on black iOS in black while there was the *option* of getting it white, now the *option* is put at the front line of the product.

Time change but a logical interpretation would be that the next iPhone will feature a white one...
 

eclipseblur954

macrumors regular
Mar 19, 2011
168
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You're not the first person to say that but, come on, that makes no sense at all.
How so? the "consumer" macbook has always been white with a white bezel, while the "pro" macbook has always been aluminum with a black bezel. (of course up until they discontinued the white macbook, but even now the Macbook Air has a aluminum bezel around the screen, while the "pro" models have a black bezel)
 

jb1280

macrumors 6502a
Jan 13, 2009
813
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It's to stand out and show the uniqueness of apple. Most devices are black.
I think this is exactly right. For better or worse, the form factor for the tablet is a large glass rectangle. The majority of devices out there are black, so marketing the white helps distinguish iPad from others.
 

vincenz

macrumors 601
Oct 20, 2008
4,249
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A majority of consumers still equate white electronics with Apple, so it's definitely for marketing. I personally would never buy a white iPad or iPhone though.
 

Inopia-Vi

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Jul 20, 2011
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A majority of consumers still equate white electronics with Apple, so it's definitely for marketing. I personally would never buy a white iPad or iPhone though.
Same for me, I think white was great a decade ago but now, white look too much plastic-ish, it doesn't feel like a high-end product. Black make product bold and simple, very apple-like as white make them joyfull and exiting. Not that this is bad, but is doesn't feel right for certain people.
 

NameUndecided

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Mar 28, 2011
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I'm pretty sure that a sudden predominance of the white iPad in Apple's marketing emphasizes the impression of a brand new model and product. Even though the white model isn't new, obviously, it's seeing it in this new way in place of the previously emphasized black model that makes even just the concept of this new product seem extra bright (like the display!) and new.
 

zpilot

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Jun 23, 2010
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I ordered a white one. If I don't like it, I'll just exchange for the "standard" black.
 

Jackintosh

macrumors 6502a
Mar 21, 2009
571
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Illinois
Same for me, I think white was great a decade ago but now, white look too much plastic-ish, it doesn't feel like a high-end product. Black make product bold and simple, very apple-like as white make them joyfull and exiting. Not that this is bad, but is doesn't feel right for certain people.
I see your point of view. But for me, black is old, depressing-looking, and tired, and very 80's and 90's. It's the "color" du jour by every electronics manufacturer out there for decades. To me, white is refreshing, and as someone said here, "white is the new black".
 

zpilot

macrumors member
Jun 23, 2010
51
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I'm contemplating whether I should cancel the white and go for the black... *sigh*
 

jsf721

macrumors 6502
Dec 27, 2011
399
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Li, NY
white shows up better on a black screen. For me my personal opinion is that the white is distracting woth watching a movie. the black kind of blends to the picture. Maybe it just my but it is just my 2 cents.
 

iMaven

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Jan 21, 2011
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I like my iPad the same way I like my TV - Black. Great for movies.
 

Inopia-Vi

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Jul 20, 2011
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I like my iPad the same way I like my TV - Black. Great for movies.
Exactly, media look better with a black bezel but I have to admit that text look better on white, it does feel more like a book when the device is white. About that, I was suprised that the book part was not as much emphatize on the commercial apart from: "text look razor sharp":rolleyes:
 

dccorona

macrumors 68020
Jun 12, 2008
2,033
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It differentiates it from last generation. They did the same thing with the iPhone 4S. Visually, they look the same, so white in marketing instead of black draws attention to it as something new compared to the ads people have been used to over the last year
 

Signor S.

macrumors member
Aug 29, 2011
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Apple is a standout company. They make many products that distinguish themselves from their competitors. By showing the white iPad in their TV commercials and on their website they show they're not one of those same tech companies that produce a product in traditional black garb. Apple is a rebel company. They think outside the box and know what does and doesn't look good in the technology they let out.
 

i0Nic

macrumors 65816
May 17, 2006
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Sydney, Australia
That's why they asked developers to stop using the white iPad/iPhone in their marketing, because they want to reserve it for their own marketing purposes.