Apple iPhone 7 has the best LCD display ever, says DisplayMate

Apple iPhone 7's LCD display is near perfect, says DisplayMate who have put the phone’s screen through their tests.

Written by Swapnil Mathur | Updated: September 20, 2016 4:32 pm
Apple, Apple iPhone 7 display, iPhone 7 Display, iPhone 7 DisplayMate, DisplayMate iPhone 7 tests, Apple iPhone 7 tests, Apple iPhone 7 launch, iPhone 7 India price Apple iPhone 7 has the best LCD Display, show DisplayMate’s tests. (Source: AP)

When Apple announced the new iPhone 7 with the wide gamut display, we wrote about how that could potentially be a problem. Given that all existing content adhered to the much smaller sRGB color space, it was questionable how Apple would manage to show sRGB content on a screen that has a higher colour gamut without ruining colours. DisplayMate has put the phone’s screen through their battery of tests and the results are impress.

Colour Management

The display in the new iPhone 7 is capable of displaying the wide gamut DCI-P3 colour profile, which is a standard followed by creators of UHD-4K content. However, Apple has also implemented the sRGB colour profile in the phone so that your normal photos and videos don’t look like their colours have been messed around with. Apple has implemented intelligent colour management which switches the colour profiles automatically depending on the nature of the content. If the content you are viewing is marked with the DCI-P3 colour profile marker, the phone will switch to the wide-gamut view and for everything else, it stays in the sRGB space.

Colour Accuracy for the Fanatic

Up until now, the Galaxy Note 7’s display was being touted as the best in the market. It’s a pity the phone had to go through a global recall for the battery fiasco. In its absence, the iPhone 7 takes the spot of the most colour accurate display with the ability to display 104 per cent of the sRGB gamut, and 102 per cent of the DCI-P3 gamut.

What that essentially means is that regardless of the content you’re viewing, the colours will always be accurate and the gradient smooth. Normally, phone manufacturers report colour gamut numbers for a display being viewed in 0 lux ambient light. Once ambient light levels rise, the display starts to lose colour. This is why phones normally tend to have higher than 100 per cent colour gamut values, to compensate for this loss.

Also read: iPhone 7, iPhone 7 Plus: Everything new in Apple’s Wide Gamut Display

Brighter than Bright

As it is reported, the iPhone 7 has a maximum brightness of 705 nits, the highest for an IPS-LCD screen yet. However, this brightness levels are achieved only when the phone is in auto-brightness mode. The reason, as reported by DisplayMate is so as to prevent people from cranking the display up to full brightness permanently and then draining the battery much faster than intended. Essentially Apple has tried to eliminate one reason for bad PR that comes from the battery life performance of their phones. Manually maxing out the display brightness will take it to 602 nits.

A higher colour gamut paired with exceptional brightness and a very low reflectance rate puts the iPhone 7’s display at the very top in the LCD-IPS toting phones. What would have been interesting to see is how it stands up against the Samsung Galaxy Note 7.

Despite the nature of the displays being different, from a usability perspective, it would have been nice to see which of the two phones has a display that offers the absolute best user experience.