I'm glad I didn't pay for this iphone 7 plus sitting beside the 6S Plus. At maximum brightness the 7Plus is actually dimmer!! significantly so! There is no brightness gain from just under half way on the brightness slider to max. It does nothing at all in this range. Compared to my 6splus beside it which looks far brighter. It looks really washed out also. Is this a known issue with the "daylight sensor" and maximum brightness? I'm looking at at night fairly dim lighting, nor does it make any difference under really bright lighting. --- Post Merged, Oct 26, 2016 --- okay I rebooted the 7plus and it fixed the issue for now. Maybe I needed to reboot after the upgrade for the brightness settings to recognize the new phone. Although it definitely doesn't look any brighter, maybe still a hair darker than the 6s plus. the icons are darker also EDIT: I reset settings on the 7Plus. Didn't help. Anyone have any ideas before I take it back to Apple?