What is a (XDR) Super Retina Display – Guide

Apple has been using the term “Retina” to describe its high-pixel-density displays for over ten years. The term is marketing lingo and means you can’t see individual pixels at a normal working distance from the screen. All screens on Apple iPhones, iPads and Macs are now “Retina” quality or better. The term “Super Retina HD” was first used to describe a new type of display that debuted on the iPhone X. Apple switched from an LCD screen to an OLED screen and needed a new marketing term to describe it. . “Super Retina” is Apple’s marketing lingo for a display that uses OLED technology.

What is a Super Retina Display (XDR)

A super bright and crisp OLED display.

The first thing you’ll notice about the new display is how bright it is. The Super Retina XDR display has an impressive typical brightness of 800 nits and a maximum brightness of 1,200 nits. A “nit” is simply a unit of luminescence used to measure the brightness of device screens. For reference, an entry-level smartphone has around 200-300 nits, while most high-end smartphones have 500-1,000 nits (the iPhone XS has a typical brightness of around 600 nits and a maximum brightness of 725 nits). An extreme example is the best OLED TVs on the market with up to 2,000 nits. In practice, the Super Retina XDR’s typical 800 nits brightness is more than enough to make your screen easy to see even in direct sunlight. The Super Retina XDR also boasts an incredible sharpness of 458 pixels per inch (ppi), but that remains unchanged from the iPhone XS’s Super Retina HD display.

Crazy contrast ratio and color gamut

One of Apple’s biggest strengths is its ability to take an existing technology, turn it into a slightly different technology with a new, flashier name, and sell it. In the case of the Super Retina XDR, “XDR” stands for Extreme Dynamic Range, which is a step up of High Dynamic Range (HDR), but it’s more or less the same as HDR10 – the current non-Apple standard. It should also be mentioned that the screen of the Samsung Note 10 features HDR10+, which is unsurprisingly an improvement over HDR10. But enough of Apple’s branding antics; XDR is still very impressive. Dynamic range, whether “high” or “extreme”, refers to the contrast and color range of the media. The Super Retina XDR nearly perfected both. Color contrast is measured by the contrast ratio, which is the ratio of the luminance of the lightest shade (white) to the darkest shade (black). Apple specifies a contrast ratio of 2,000,000:1, which means the brightest whites are 2 million times brighter than the deepest blacks – at least in theory. How those numbers actually look is another matter. When manufacturers advertise contrast ratios, the current trend is to cite “dynamic contrast ratio”, which is not a standardized measurement (like static contrast ratio, which is rarely advertised these days) and which makes it nearly impossible to use for comparisons. Taken at face value, however, the Super Retina XDR’s contrast ratio is twice that of the iPhone XS, and it’s definitely noticeable. Suffice it to say that the Super Retina XDR rivals the best displays on the market and is as good as (and possibly better than) what the human eye can actually perceive at a 1,000:1 static contrast ratio. In addition to the ridiculous contrast ratio, Super Retina XDR uses Apple’s True Tone technology and a cinema-quality color spectrum to provide the most accurate and natural color representation yet. All in all, Super Retina XDR is the best iPhone display yet, with its very bright and sharp display, extreme contrast and vibrant colors.

What does this mean for marketers?

To be frank, unfortunately not much, but we’ve done a lot of research, and it won’t be in vain. At least you’re getting your answers, right? Without rapid advances in web development, browser display capabilities, or file compression, the media Super Retina XDR excels at is simply too large and unwieldy for websites. However, we had a hypothesis that we share here.

Final note

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