I purchased a Series 5 44mm Black Stainless Steel Case Watch with Space Black Milanese Loop from the Apple Online Store that was delivered on September 20th. The display was less bright than the two Series 5 44mm Aluminum case demo units at my local Best Buy store, and also less bright than my wife's Series 4 44mm Stainless Steel Case Watch. I returned it and reordered the same Watch model with the same band which was delivered on September 30th. Unexpectedly, the new Watch has the same display brightness deficiency as the one I returned. Coincidentally, both units were shipped UPS Next Day Air from a US warehouse rather than from China. I had Series 0, 2 and 4 Watches and had never confronted a display brightness issue before. I do not know if to reorder again.