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Mine's between 25-50% during the day depending on the brightness of the room. I don't use it much outside so can't say.
One complaint I have with the 5 is that it doesn't go dark enough for when I want to read in bed - 0% is still too bright!
My wife likes to have her iPad 3 at 100% brightness nearly all the time, even inside. Whenever I pick it up I feel like my eyes are gonna burn! Luckily it's a quick shortcut to change the brightness on the iPad.
Another complaint: the fast app switch on the iPhone when swiping left to right has volume slider. Why? I have volume buttons on the side! Why can't it be a brightness slider, like the iPad has!

I agree with the 0%. The brightness should have a wider range with 0% being a LOT dimmer for night reading. For all iOS devices and Macs. I mean, nothing to lose lol.
 
That's where i leave mine... Auto brightness will take care of the rest

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brightness at 100% would be awful. Realistically, I keep mine at about 40-50%

The only place 100% looks good is in the apple store.
 
I thought I kept mine high at 60 to 75% but 100 is too high unless your outside. You do have great taste in displays though. I have the 55St30 and I love the picture quality. I'm thinking about upgrading to the 65ST50 this year. Unforunately the VT series is a little out of my budget.
 
My iPhone 5 puts itself on 100% brightness from time to time and I notice it right away because my skin gets dry and I start to burn. :D

I wish that bug would go away...

lol. I use face cream now.. people ask me if I went on vacation after my phones been on 100% brightness for a few minutes.
 
100% is not only blindingly bright, but it uses too much battery life for nothing.

I have mine set at around 40% but with auto brightness on.
 
But doesn't auto brightness hurt battery life?

Not at all. The sensor isn't on all the time, it only comes on for around a second whenever you open an app or go to the home screen. I guess it could if you were out in the sun all day and it turned the brightness right up to compensate, but you couldn't use the screen with low brightness on those conditions anyway.
 
I keep my 3gs on 100% all the time. My 3gs is less bright than others I have checked side by side though.
 
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