With iPhone X models now making their way to those who managed to snag a preorder, Apple has every reason to be excited. It's their most radical — and most expensive — iPhone yet, and this year's most talked-about flagship overall.

There are huge changes to the design and how everything works in general. For one, there's no home button. Users have to contend with using several gestures to access the home screen or the multitask tray. No home button means no Touch ID — but that's just mighty fine, because Apple is debuting Face ID, a groundbreaking facial recognition system to replace fingerprints.

What's Up With The iPhone X's OLED Display?

The screen is OLED now instead of LCD, made by Samsung. OLED displays are more costly to make — hence, the phone's higher asking price. They're much nicer-looking than even the best LCDs, so that's a plus.

But because this is the first time an iPhone features an OLED display, some issues and nuances of the display technology might be new to longtime iPhone owners.

To those unfamiliar to OLEDs, better listen up: OLEDs suffer from serious problems. Not all, sure. But they happen a lot.

Burn-In Issues On iPhone X Are Normal, Apple Says

Because pixels on OLEDs degrade over time, they lose their vibrancy and accurate colors. This usually causes "burn-in," which happens when an image remains displayed for so long that a "ghost" of it remains stuck.

This, as Apple explains, is to be expected. It even goes as far as calling it "normal behavior."

"This can occur in more extreme cases such as when the same high contrast image is continuously displayed for prolonged periods of time. We've engineered the Super Retina display to be the best in the industry in reducing the effects of OLED "burn-in," said Apple in the support pages for iPhone X.

Apple has implemented certain measures to keep the iPhone X's screen to mitigate such issues. For example, iOS 11 includes code designed to prevent burn-in.

Apple also encourages users to turn on the Auto-Brightness setting and reduce the duration of the Auto-Lock timer. Both are efficient ways to keep the screen on an optimum level of brightness and not have it on for too long.

The support document also mentions that when viewed in certain angles, the iPhone X display color and hue variations, also known as color shifting. This is also one problem experienced not just by OLED displays, but LCDs as well.

Such problems are currently plaguing the Google Pixel 2 XL, with numerous reports of discoloration, burn-in just days after using, grain, blue tint, and other quality issues. Many speculate that LG is to blame for the phone's subpar display quality, but Google hasn't exactly been perfect in other fronts, either. There are reports of Pixel 2 XL shipments arriving without a phone, and sometimes without an operating system.

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