I purchased a 256 GB matte black iPhone 7+. I compared the screen to my iPhone 6+. My iPhone 6+ was brighter then the iPhone 7 Plus, and sharper. The iPhone 7+ was a lot warmer. (The good thing is you can finally adjust the tint in iOS 10, so I did not mind). My iPhone 6 Plus was running iOS 9. I ended up taking back two iPhone 7+ because of the annoying coil whine and hissing in the videos. Long story short, is that I decided to keep my iPhone 6S+ until Apple fixes the noise issue. Before taking my second iPhone 7+ back, I updated my 6S+ to iOS 10. This could just be me, but I swear the iPhone 6+'s screen became less bright and had a warmer tone to it. Could Apple be using software to backup their claim? I would hope not. Anyone else experience this? Maybe that is why they want you to upgrade to iOS 10 before the new phones come out.