Probably dead pixels. I'm not sure of the exact number you need for it to be covered by warranty. There are a few tricks for fixing them such as that color cycling image or rubbing it. Never done any of them myself so not much help, unfortunately.
White (or other non black pixels) pixels are generally stuck pixels that can normally be solved by gentle massaging of the screen or with special programs which just cycle through colours very fast.
Black pixels are generally dead pixels where there's nothing you can do.
I thought I remember Australian Apple stating that 3 dead pixels were enough to have the screen replaced. If you have 5 dead pixels you should definitely have a case for screen replacement but others here seem to be pretty sure about the 8 dead pixel rule so I'm not sure.
Alternatively if you've purchased it under 10 days ago you should be able to return it for a full refund no questions asked.*
*Apple policy may differ from country to country and for different retailers.