Some owners of the new iPhone are upset over Apple's choice of color temperature for the iPhone 3G. The OG iPhone has a cool blueish tint, while the iPhone 3G has a warmer yellowish tint.

Apple's Bob Borchers, aka iPhone Guy, told MacWorld that the new warmer color is intentional and is meant to make the display "more natural" than the blue OG iPhone screen.

AppleInsider reports that a "hidden" iPhone firmware "fixes" the yellow tint issue. Instead of clicking "Check for Update," users should click on "Restore" within iTunes. The restore method updates the iPhone from build number 5A345 to 5A347.

Out tests actually showed the opposite to be true. Two iPhones with build 5A345 appeared bluer than the iPhone with build 5A347.

The yellowing of the iPhone at this juncture is a point of personal preference. Robbie and Leslie actually prefer the slightly yellower hue, Ray is indifferent to the color change, while Susie prefers old blue iPhone.

How do you feel about the color temperature switch? Drop your comment below.

UPDATE: John Gruber of Daring Fireball spoke with a source on the Apple iPhone engineering team about the color differences between the two builds of iPhone Software 2.0. His source told him that there is no color temperature difference between the two builds. That would explain why our tests yeilded contrary results to AppleInsider readers.