• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Bars, bowling alleys, and movie theaters cost too much to run and visit. Americans have run out of places to hang out and we're paying with our health

2

The labor market could become so backward that the economy will have to shed jobs to keep unemployment steady

3

Sam Altman says a 'cool use case' for ChatGPT is a daily AI podcast about your kids. The replies were brutal

1

Bars, bowling alleys, and movie theaters cost too much to run and visit. Americans have run out of places to hang out and we're paying with our health

2

The labor market could become so backward that the economy will have to shed jobs to keep unemployment steady

3

Sam Altman says a 'cool use case' for ChatGPT is a daily AI podcast about your kids. The replies were brutal

Waiting for the great white iPhone

By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
October 27, 2010, 7:38 AM ET
Add Fortune on Google for similar content.

Like Moby Dick, the legendary albino may have more power as allegory than product



As MacWorld’s Lex Friedman observed Tuesday in an article entitled White iPhone 4 available now, if you live in the future, writing new stories about Apple’s (AAPL) mythical white smartphone gets harder with each delay.

Let’s recap. The white iPhone 4 was …

  • Announced on June 7
  • Missing at the June 24 launch
  • Promised (by Steve Jobs himself) before the end of July
  • Pushed back to “later this year” in a press release issued the next week
  • Speculated to be the reason Mark Papermaster was fired in August
  • Promised by Christmas in a Steve Jobs e-mail faked by a teenager in September
  • Spotted in the wild in midtown Manhattan two weeks ago
  • Available for pre-order in the version of Apple’s App Store iPhone application that appeared late Monday
  • Pushed back to “next Spring,” per Apple spokesperson Trudy Miller the next day

“We’re sorry,” Muller told Reuters, “to disappoint customers waiting for the white iPhone again.”

What’s going on? We have a theory.

We know that the product exists. Techcrunch MG Siegler sighted one last June and had the presence of mind snap a photo.

We know that Apple can manufacture white iPhones. They’ve been doing if for three and a half years.

We also know that Apple is selling all the iPhones it can make. The company reported sales of 14.1 million in fiscal Q4, up 91% from 2009.

It may be true, as has been rumored, that Apple is having trouble getting the white pigment just right, or that light on the white iPhone 4 is leaking through its glass back, or, as Cult of Mac reported Wednesday, that light leakage is interfering with its ability to take accurate photographs.

But it’s also true that the longer Apple waits to release it, the more people like Lex Friedman — and me — will write about it, speculate about the cause of its delay and help build it into a metaphor for Apple’s perfectionism, for Steve Jobs’ insistence that every jewel-like product be flawless before it ships.

Besides, how many Apple loyalists holding out for a white iPhone are going to settle for a Droid?

Herman Melville, a man who wrote at length about obsession and elusive white objects of desire, would have sympathized with Friedman’s complaint. Half-way through Moby Dick, he confessed to a friend that the book was proving harder than he thought:

“Blubber is blubber you know; tho’ you might get oil out of it, the poetry runs as hard as sap from a frozen maple tree.”

UPDATE: According to a Boy Genius report issued Wednesday, there may never be a white iPhone 4. According to his source, Apple will announce in March that it is skipping the current generation and going straight to a white iPhone 5.

UPDATE 2: For a laugh, check out the scene John Gruber paints of the original iPhone confronting a drunk, coke-addled white iPhone in Las Vegas bar. In Daring Fireball, here.

See also:

  • A white (iPhone) Christmas?

[Follow Philip Elmer-DeWitt on Twitter @philiped]

About the Author
By Philip Elmer-DeWitt
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • TikTok icon
  • YouTube icon

Latest in

Alex Karp, wearing a hat, gives a peace sign
AIpalantir
Palantir CEO Alex Karp celebrates 93% revenue growth as stock soars after blockbuster earnings: ‘For the first time people believe us’
By Preston ForeAugust 3, 2026
4 hours ago
Sea’s MariBank wants to export its Singapore digital banking playbook: First stop, the Philippines
BankingBanks
Sea’s MariBank wants to export its Singapore digital banking playbook: First stop, the Philippines
By Angelica AngAugust 3, 2026
6 hours ago
Palantir CEO Alex Karp
AIpalantir
Palantir shares jump 13% as U.S. AI demand sends revenue soaring past targets
By Preston ForeAugust 3, 2026
7 hours ago
The Danube is running dry, and Europe’s power grid is suffering as a result
EnvironmentEuropean Union
The Danube is running dry, and Europe’s power grid is suffering as a result
By Justin Spike and The Associated PressAugust 3, 2026
7 hours ago
‘There is no Fund’: GOP holdouts back Blanche after DOJ scraps proposed $1.8 billion slush fund
PoliticsAmerican Politics
‘There is no Fund’: GOP holdouts back Blanche after DOJ scraps proposed $1.8 billion slush fund
By Mary Clare Jalonick, Alanna Durkin Richer and The Associated PressAugust 3, 2026
7 hours ago
Conventional vs. FHA home loans: Which is better for you?
Personal Financemortgages
Conventional vs. FHA home loans: Which is better for you?
By Joseph HostetlerAugust 3, 2026
7 hours ago

Most Popular

Bars, bowling alleys, and movie theaters cost too much to run and visit. Americans have run out of places to hang out and we're paying with our health
North America
Bars, bowling alleys, and movie theaters cost too much to run and visit. Americans have run out of places to hang out and we're paying with our health
By Catherina GioinoAugust 2, 2026
2 days ago
The labor market could become so backward that the economy will have to shed jobs to keep unemployment steady
Economy
The labor market could become so backward that the economy will have to shed jobs to keep unemployment steady
By Jason MaAugust 1, 2026
2 days ago
Sam Altman says a 'cool use case' for ChatGPT is a daily AI podcast about your kids. The replies were brutal
AI
Sam Altman says a 'cool use case' for ChatGPT is a daily AI podcast about your kids. The replies were brutal
By Holly Van Leuven and Morning BrewAugust 3, 2026
16 hours ago
Electric air taxis are finally ready for takeoff
Magazine
Electric air taxis are finally ready for takeoff
By Alexei OreskovicAugust 3, 2026
21 hours ago
Current price of oil as of August 3, 2026
Personal Finance
Current price of oil as of August 3, 2026
By Joseph HostetlerAugust 3, 2026
17 hours ago
As Trump balks again at escalating war, Iran smells ‘blood in the water’ and looks to exploit its newfound strategic advantage, experts say
Middle East
As Trump balks again at escalating war, Iran smells ‘blood in the water’ and looks to exploit its newfound strategic advantage, experts say
By Jason MaAugust 2, 2026
1 day ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.