Ask E. coli itself as to why it is angry on maltose and turn white on Mac Conkey's agar provided with maltose. You should get a reply on the type of enzyme system that E.coli has which is very optimum for lactose (i.e beta 1-4, galaccosidase) and not for maltose (i.e. alpha 1-4, glucosidase).
Dear Pejvak, Mac Conkey's agar contains the pH-sensitve dye 'neutral red' (toluylene red) which is colourless between pH 6.8 - 8.0 but red if the medium becomes more acidic. If your E. coli strain cannot utilise maltose, it will not acidity the medium and the colonies will develop white; however, if you strain metabolised maltose, it will acidify the medium and develop as a pinkish-red colony. Regards, Andrew