Hi Andrew, let me say some words to your: ----------------------------------------------------- Can someone explain what Apple is trying to tell it's customer with respect to display calibraiton here? ---- http://www.apple.com/imac/design/ Individually calibrated for true-to-life color. None of these innovations would matter much if the iMac display didn¹t deliver vivid, true-to-life color. Which is why we put every display through an exacting color-calibration process using state-of-the-art spectroradiometers. This equipment is tuned to meet color standards recognized around the world for precision and accuracy. ---- Aside from the marketing hype starting with calibrated for true-to-life color, what are they calibrating for, and what color standards recognized around the world for precision and accuracy are they talking about? Andrew Rodney ----------------------------------------------------- In our digital era most of modern electronic-devices are controlled by more or less complicated firmware or something like "operating system" and typical reason and result of that the devices is able to present other than native values of hardware to users. In case of modern professional displays the internal "color-computer" can completely transform data from input to another colorspace with 3D-LookUp-Tables. And whats important the user NEVER can see REAL native values of hardware if buy some profi-monitor like one from Eizo ColorEdge serie! Every value you can see on LCD is result of internal computation, correction-tables and factory-calibrations. Even values of primary R-G-B colors aren¹t native but are corrected for every unit to be virtualy same of all serie of one model. We can just talk about "permanent emulation" of factory targeted colorspace for specific model. /we can not expect this technology at low-price mass-production of course while they use the same correction-tables for 1000 units of LCDs or more/ Note: the more bigger display the more fluctuation of paremeters so more sw-corrections are needed - for example its not possible to produce 27-inch displays in profi-graphic class without very intensive corrections and calibrations on factory side. If we want to produce monitors with whitepoint 6500 K with 100 K tolerance we need measure and calibrate every unit individualy. Now Apple only want to tell us we can expect stable and uniform color reproduction of many units of new iMacs even in 27-inch size. Note: by my personal experience with several units I can say the displays in iMacs produced in last 1 or 2 years are significantly higher level than before in different aspects (I mean uniformity, brightness-regulation, gamma-correction, general factory-calibration). Maybe someone who is in connection with Apple can say something more about changes in iMac production (its not me :-). Radim Vaclavicek