The iPhone 7 has a screen Reflectance of 4.4 percent, the lowest that we have ever measured for a Smartphone. However, it is considerably higher than the record low 1.7 percent screen Reflectance that we
measured for the iPad Pro 9.7, which has a very innovative AR Anti-Reflection coating.
Unfortunately, AR coatings still can’t be used with Smartphones, which have much higher abrasion and scratch issues than Tablets and other touch screen displays because they are small enough to be carried in pockets and bags that have all sorts of scratchy things inside. A number of companies are working on technologies that can produce both low screen Reflectance and high abrasion and scratch resistance. We covered this issue last year, but it’s challenging and also has to be cost effective. Since Peak Brightness can’t keep increasing due to battery power limitations and thermal issues, developing a low Reflectance screen will be the key to improving display performance in High Ambient Light.