Samsung's release of the Galaxy S9 and S9+ has been marked by both good news and bad. Early benchmarks of the latest flagships from the South Korean giant featuring the company's new Exynos 9810 chip have provided disappointing results, but the new flagships are setting records in other areas.
Coinciding with the Galaxy S9+ receiving the distinction for best smartphone camera currently on the market, DisplayMate has given the same honour to the Galaxy S9 with regard to display technology. The iPhone X was previously believed to have the best display, but that was also a Samsung-made unit. It's no surprise that the South Korean OEM was able to outdo its chief rival with the S9.
Samsung has, for years, been the market leader when it comes to OLED technology, and while a growing number of smartphone makers are now starting to include the technology in their own products, the company has led the pack for a while now.
Indeed, it even supplies the screens for many of its competitors, most notable among them being Apple. Though it may not be the case next year, Samsung is Apple's sole supplier of OLED displays for the latest generation of iPhones.
Despite having the same 2960 x 1440 resolution as the S8, testing and calibration firm DisplayMate praised the absolute colour accuracy of the S9's OLED screen in particular, even going so far as to rate it 'visually indistinguishable from perfect'.
Alongside this, Samsung has also been focusing on the smaller details of the display, such as increasing brightness (almost 11% more than the S8) and improving the display calibration in order to make up for the lower potential for gains due to the increasing maturity of OLED technology.
As we see diminishing returns in power efficiency and performance with regard to hardware advancements, companies like Samsung are going to be looking at the other benefits provided by OLED technology, such as foldable screens, to help their displays stand out from others'.