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For both the iPad1 and ipad2 I left it on auto, set to about 40%. But Ido find the ipad3 to be much much dimmer which is taking some getting used to!! I now have it at around sixty percent and it still seems dark to me, I actually thought that there might be something wrong with the screen!!

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I just realized that in fact the screen is plenty bright but the auto dim is much more aggressive than on the ipad2. So, turning off auto dim makes the screen quite a bit brighter at any setting.
 
I'm glad to see others have their brightness set to 60%. My original iPad is set on 10% and it's plenty bright so I was worried when my new iPad was almost dark at 10%.

Now I'm curious if I can get 10 hours of life with it set to 50-60%.
 
Mine is set between 40-60% with auto brightness depending on the indoor lighting.
 
Mine is about 80%, and I like it fairly bright. Sometimes I move it down for reading depending on which app I'm using. I just plug mine in every night and had no problems with iPad 1 running out of power for the most part. I don't know yet about the new iPad. So far, it seems fine doing the same thing.
 
Clearly the retina display is harder to backlight, because it's not as bright as the old display unless I crank it up higher.
 
I kept my iPad 2 set around 50% but I find the new iPad to be a bit darker and have set it to 60% or so.

I'm seeing this as well - on iPad 2 I was slightly over 50% but with iPad 3 it didn't look as good until I hit about 60% brightness. I'm guessing it's because it can now go MUCH dimmer than it used to, so that's good.
 
50% is too low

They apple must of done this intentionally.

It's dimmer than the iPad 2 from factory


Anyone notice that?
 
I cranked it up to 100% when I first got it. I was scared I'd be spoiled and want the retina display maxed out in brightness forever but it only took until the night to revert back to 50%, which I had left my iPad 2 at for it's lifetime during normal conditions.

Around 50-60% level is comfortable for me and isn't based on trying to extend battery life at all.
 
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As it came out of the box
 
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