Bye bye black and white: iRex color e-reader in 2011?

We heard the news of E Ink being bought out, and mass producing color displays by 2010, but today brings news of another e-reader manufacturer's experiments in color. iRex is developing a new color, writable e-book reader said to be on the market by mid 2011.

According to iRex’s leading  display expert Alex Henzen, the company's ultimate goal is to mimic the appearance of pigment on paper.

"This means more than just bright color, the reflection also has to be diffuse," explained Henzen in a press release. “iRex’s subtractive color mixing technology will allow us to produce  a wide range of colors in high resolution to deliver magazine?quality color to our e-reader customers ... The new iRex solution will be based on subtractive color mixing similar to physical printing which will offer three times the brightness of current color prototypes."

But, if the Kindle and Sony Reader, which currently use e-ink, are in color by 2010, will anyone even care about the iRex version slated for mid 2011? The iRex e-readers are already significantly more expensive than the other e-readers out there -- which is one reason why you might not have heard about the iRex reader -- so unless they make their color e-reader cheaper than a Kindle, they may be wasting their time.

Click here to read the full press release.

[Via SlashGear]