I have mine arriving today but went and checked out the X at the Apple Store. I was expecting the OLED screen to pop but it actually looked less "punchy" than my 7 Plus....disappointing for sure...especially when compared to a Note 8. I checked all the settings and it was set to max brightness. I tried with True Tone on and that did not help either and made it look more yellow. I love True Tone on my iPad but not impressed on the X. Overall, I was let down by the contrast/brightness for sure.