DisplayMate Technologies has declared iPhone 7 has the "best LCD display" it has ever tested, calling it "truly impressive" and a "major upgrade" over the iPhone 6 based on a series of advanced viewing tests and measurements. iPhone 7 achieved the highest color accuracy, peak brightness, and contrast rating in bright light of any smartphone display, the highest contrast ratio of any IPS LCD display, and the lowest screen reflectance of any smartphone display. Apple's latest flagship smartphone also has image contrast and intensity described as "visually indistinguishable from perfect," and the smallest color variation when viewing the screen at an angle of any smartphone display. Color Accuracy and Power Efficiency iPhone 7 has two color gamuts, including a new 26% larger DCI-P3 Wide Color Gamut, as found in 4K TVs, and a traditional, smaller sRGB / Rec.709 gamut. DisplayMate said both gamuts have been implemented with absolute color accuracy that is "visually indistinguishable from perfect," which is "truly impressive" and a "major competitive advantage" over other smartphones. DisplayMate said the iPhone 7 has "the most color accurate display" that it has ever measured, adding that the smartphone's display is "very likely considerably better than any mobile display, monitor, TV, or UHD TV" that consumers have. In technical terms, the iPhone 7 has a "Just Noticeable Color Difference" (JNCD) rating of 1.1, which is the best result of any smartphone it has ever tested. Despite having a much wider color gamut, the iPhone 7's display is 7% more power efficient than the iPhone 6's display. Brightness The measured peak brightness for the iPhone 7 is 602 cd/m2 (nits), the highest of any smartphone DisplayMate has ever tested. The measurement increases up to a record 705 nits when Automatic Brightness is turned on under brightly lit conditions. Contrast Ratio DisplayMate said the iPhone 7 has a record-breaking contrast ratio among IPS LCD smartphone displays. iPhone 7 also has the highest contrast rating (137 to 160) in high ambient light of any smartphone. Reflectance DisplayMate said iPhone 7 has 4.4% screen reflectance, which is a record low among smartphones it has ever tested. However, the iPhone 7 doesn't come close to the record low 1.7% screen reflectance of the 9.7-inch iPad Pro, which has a special anti-reflective coating. Viewing Angle DisplayMate said the iPhone 7 has "excellent viewing angle performance" with no visually noticeable color shifts. The display had the smallest color variation when viewed at an angle, earning a JNCD rating of 2.1 or less. DisplayMate shared more in-depth analysis in its iPhone 7 vs. iPhone 6 display shootout. Article Link: iPhone 7's 'Best LCD Display Ever' Marks 'Major Upgrade Over iPhone 6'