Had my phone for 2 days now; it's noticeably more yellow than my 6S screen, and at the bottom when you hold it at an angle.
I took it to a Genius Bar appointment today and he told me that apple has built true-tone into this phone.
I asked to compare it to other 7's / 7+'s on display. I compared it to about 6 other phones, we both concluded that my display was indeed yellower, but not by as great a margin as with my 6S.
However, my screen was visibly (to anyone) brighter than all the other displays.
In the end, I didn't exchange it, (they had no stock anyways), and kept it. They said I could exchange it anytime based on the visual difference in screens.
I actually like the colour temperature, but dislike the variation in colour based on angle of view.
I don't want one of the dimmer / whiter displays; I want one that looks like this, but from all angles.
As I'm typing this, I'm looking at the message window, and it's definitely white; but the keyboard is a gradual white to yellow, from top to bottom.
I think I'll put up with this for now, and just get a new phone when the display models start to look like I think they should.
Bright and consistent.