In the unspoken and ongoing biannual tussle between Apple and Samsung for DisplayMate's "Best Display" moniker, Cupertino has - predictably - stolen the crown from the Galaxy Note9.
DisplayMate's comprehensive analysis - written by the company's President, Dr Raymond M Soneira - of the Xs Max's screen reveals several improvements on the panel over the one that came with last year's iPhone X, setting new standards and breaking existing records in this area along the way.
For starters, the iPhone Xs Max achieves a peak full-screen brightness of 660 nits for the sRGB and DCI-P3 color gamuts, compared to the Note9's nits and the 634 nits on the iPhone X. Other noted areas of improvement are color accuracy and screen reflectance, with the latter coming in at a near-all-time low of 4.7%. This, in addition to the highest ever recorded contrast ratio in scenarios involving strong ambient lighting, will very likely make for excellent outdoor visibility.
Based on our extensive Lab Tests and Measurements the iPhone XS Max receives our DisplayMate Best Smartphone Display Award, earning DisplayMate's highest ever A+ grade by providing considerably better display performance than other competing smartphones.
Given that the smaller-sized iPhone Xs uses the same display technology, users can expect both devices to come with similar screen-related experiences.
At the end of the day, Apple nailing the Xs Max's display can only be good news for us consumers, because it's simply a given that Samsung has every intention to one-up Cupertino with its next flagship device.