Of course it matters still in America. We all still have our prejudices, and how we view different races is based on our own personal experiences, and those around us. I grew up a white boy in a town that is 97% white, so I didn't really know how it felt to be the obvious outlier in a group of people or just in everyday life. My first two years of college I didn't have a car, so I relied a lot on the bus to get where I needed to go off campus. The city in which I went to college was 80% black, and every time I stepped on the bus, I was one of (if not the only) white people on the whole bus. They would stare at me and give me nasty looks and make me feel incredibly uncomfortable just because I was white. It's an experience I'll never forget and it has made me very conscious about how I make other "different" people feel in similar situations because I've learned how much it sucks. 

yes. cuz it's not just "color of your skin"...it's like if LG asks "does the color of my tablet really matter?"...no it's not just the color of anyone or anything's skin...everything belongs to a brand and nothing is self-identifiable in this world. i'm not trying to be racist when I say this but when ppl look at you, they're not thinking "this is a sole individual who just happens to have the skin tone and facial features of a chinese person", they think "this is a PERSON who is of blah blah decendant who has blah blah family, who may have blah blah friends, who probably is good at blah blah blah and doesn't like blah blah" basically what the Chinese BRAND is. i'm not saying everyone has a correct perspective of all racial groups in the US, my point is that we're all evaluated far more beyond just "color of skin", whether we are white, black, asian or whatever.

what people don't get is it's always going to be a competition of brands...always, always, always...nobody is ever going to evaluate 2 different things and think they are the same...what we all CAN do is make our own brands better or different or something significant in a good way. EMBRACE DIFFERENCE not smuther it and try to have everyone be the same and shove racism under a rug. Samsung and Apple are both highly valued not cuz Samsung played the victim card and guilted people into buying more of its product...it made its products better, it marketed its products better and over time people LIKED the product better....

so YES...the "color of your skin" matter and it always will...but up to you if you want it to matter in a good way or bad way.