After weeks with the TCL P80 Ultra, a midrange Android phone, The Verge's reviewer found the device otherwise unexceptional but was impressed by its matte OLED display. The screen, marketed as NxtPaper, cuts glare and gives a paperlike feel, making it the phone's standout feature.
The reviewer says that experience made them more excited for the iPhone Duo, which is expected to have a matte display. That reaction suggests matte OLED technology could be a meaningful selling point for future premium devices, not just a niche feature.
For the smartphone market, the takeaway is that display innovation can still differentiate a product even when other specs are ordinary. If Apple follows through with a similar screen on the iPhone Duo, TCL's implementation may have helped build consumer appetite for the technology.