Apple’s surprise hit with iPhone 7 and 7 Plus was not just better camera, or faster CPU, or a 256GB storage option, and definitely not the lack of a headphone jack.
Two words: Jet Black.
The new iPhone color rode in alongside plain old Black (more of a dark charcoal), Silver, Gold, and Rose Gold to become the most popular new color. Why? What is so special about Jet Black?
It’s the finish itself. It’s glossy. Or, rather, ultra glossy. Here’s what Apple says about Jet Black:
The high-gloss finish of the jet black iPhone 7 is achieved through a precision nine-step anodization and polishing process. Its surface is equally as hard as other anodized Apple products; however, its high shine may show fine micro-abrasions with use. If you are concerned about this, we suggest you use one of the many cases available to protect your iPhone.
In other words, Apple has never made a more virulent finger print grabber. The finish is so shiny that Apple recommends a case because that gloss will reveal everything that touches the iPhone’s body; keys, fingerprints, and almost anything else that’s hard, including just laying the iPhone down on a desk.
Why the name Jet Black?
a hard black semiprecious variety of lignite, capable of being carved and highly polished.
a glossy black color.
noun: jet black; adjective: jet-black
“the gloss of her jet hair”
synonyms: black, jet-black, pitch-black, ink-black, ebony, raven, sable, sooty
“her glossy jet hair“
Jet itself is black and shiny. From the Cambridge Dictionary:
adjective [ not gradable ] /ˈdʒetˈblæk/
pure black in color:
Word on the streets says Apple may be preparing a Jet White iPhone color. Investor’s Business Daily:
With demand outstripping supply for Apple’s new “jet black” iPhone 7 handsets, the company is now considering adding a “jet white” version to its lineup.
If so, and the claim should be take with some skepticism, would the color rightly be called “jet white?”
Apple has both capability and history, as well as the temperament to make such a creative name change, but there is just one issue. There’s no such thing as Jet White. Or, is there?
It turns out that the Behr paint company has a Jet White color, specifically Jet White QE-01, which decidedly isn’t really a bright white at all.
A DuckDuckGo search of Jet White turns up the rumors of Apple’s Jet White iPhone, the aforementioned Jet White paint from Behr, decidedly not so white, some people named Jet White, a Voler jersey in Jet White (very white) and not much else.
So, why not Jet White? It’s not really Jet so much as it is the opposite of Jet Black, but Apple could pull it off.