Just got my 12 Pro Max. Out of the box the colors were shockingly bad. Finished initial setup--turns out True Tone was on by default. Turned that off, it got much better, but still: the display is noticeably yellow/green (mostly yellow) compared to my iPhone 7 Plus and iPad Pro (and my Macbook Pro, and my TV, and my work monitor, and....).
This happened to me when I bought the first Retina iPad right when it came out. Back then, I just went down to the Apple Store and exchanged it. They let me open 3 more iPads until I got a perfect one. Used that thing until I got my iPad Pro just a few months ago!
Because all Apple Stores are closed, I contacted Apple Support. They told me to bring it to Best Buy. Has anyone tried that yet? My next day off is Friday so I'll give it a shot and report back.
The whole "sloppy QC" seems like a good explanation for me. Mine is actually just bad enough where I feel like the average person might not even notice there is a problem with the screen. Trouble is, I'm a photographer and messing with white balance is my life, so the screen being a little off--especially compared to all the other Apple stuff I own--is a big deal for me.
Ok, just got back from Best Buy. Before I left I double checked my iPhone 7 Plus against my iPad Pro--both very similar and "correct" to my eyes. I brought the 7 Plus with me.
Long story short: they can't help me. They can basically either repair the phone or send it back to Apple. They won't do what an Apple Store would do, which would be an on-the-spot exchange.
It gets worse: ALL the iPhone 12's on display at Best Buy looked very similar to my 12 Pro Max. In other words, way too green/yellow for my satisfaction. This is easily confirmed by comparing next to my 7 Plus.
In their mini "Apple Store", the 12 Pro Max wouldn't turn on. The 12 and 12 Pro looked very similar color-wise to my 12 Pro Max, but neither were not quite as bright at max brightness as mine.
In their cell phone display area, the 12 Pro Max was missing from the display, and weirdly, these 12 and 12 Pros were both
brighter than my 12 Pro Max! They also looked very similar in color balance, although the 12 Pro at this display was the best of the bunch, being just a hair bluer (more neutral) than the others.
But again, compared to my 7 Plus, which looks neutral like my iPad Pro and 2016 MacBook Pro, all the iPhone 12's in the store look very green/yellow--like my 12 Pro Max.
I forgot to check the serial numbers in the store, but mine is a "DV"--51st week of 2020, I believe.
I just compared 7 different iPhone 12's in the store and they were all similar to mine in color, but dissimilar in max brightness. Very disheartening. OLED issues or something else? I wonder if this is fixable in a software update. I give up for now. Hopefully the next iPhone is better.