What's up with the brightness on iPhone 7?

[KimHansenDK]

Is is just me, or is the screen not that bright on the iPhone 7 and 7 Plus?

Wasn't the screen of the new iPhone 7 and 7 Plus supposed to be 25% brighter than the iPhone 6/6 Plus?

 

[tivoboy]

There are some additional settings in ios 10 that could be changing that.. not sure where they are exactly but do a quick search.

 

[shanson27]

It's not a bug, it's feature

 

[Olivia23]

I hope not. I want a brighter screen so I can see it outside!