Apple explains why it took so long for the white iPhone 4 to hit shelves.
First it was August 2010. Then autumn. Then it was spring 2011. But lo, the white iPhone 4 never did actually hit the shelves when Apple said it would. Today, though, it goes up for grabs, with Apple’s top execs claiming that getting it to market was “challenging”.
As part of a joint interview with Steve Jobs for All Things D, Apple’s Phil Schiller said, “It was challenging. It’s not as simple as making something white. There’s a lot more that goes into both the material science of it–how it holds up over time…but also in how it all works with the sensors.”
While it’s easy to accept that this isn’t just a case of slapping on some white paint and being done with it, there are questions as to why Apple relentlessly teased the device when it wasn’t ready.
“We thought we were there a year ago, or less than that, when we launched the iPhone 4, and we weren’t,” added Schiller. The phone is available now. But with the iPhone 5 just months away, is it really worth shelling out for a blower that will be outdated so soon?