iPhone 17 Could Improve Apple’s Display Upgrade Strategy

Social media is buzzing with various rumors and design concepts concerning the forthcoming iPhone 17 series. Some well-informed insiders have corroborated these rumors, suggesting a new design is on the horizon. However, there’s another upgrade that may have a more significant impact on users’ daily experiences.

As reported by Bloomberg, the standard iPhone 17 model may finally feature a high refresh rate display, commonly known as ProMotion. “This device is expected to receive some minor upgrades to its rear camera, along with a ProMotion display for enhanced scrolling and animation fluidity,” the report indicates.

In the Android market, high refresh rate displays have become a norm, even for budget smartphones priced around $200, which often offer 90Hz or 120Hz screens. In contrast, Apple requires consumers to spend at least $1,000 to enjoy this feature on an iPhone or iPad.

The “It Didn’t Matter” Argument

Apple has faced its share of criticism, particularly regarding display technology. The difference becomes noticeable when moving from a 60Hz to a 90Hz panel, and even more so to 120Hz or higher, such as the 165Hz options found in Asus’s ROG series smartphones.

Some may argue that using a 60Hz display is perfectly satisfactory, especially on an iPhone. Digital Trends’ Mark Jansen shared his experience of reverting to a 60Hz screen on the iPhone 15 and not feeling any significant loss of the higher refresh rate’s benefits.

The same sentiment was echoed with the iPhone 16. Although there is a noticeable increase in smoothness with screen interactions, any random stutters can detract from the experience, particularly with non-Pixel Android devices. Apple, however, excels in optimizing user interface interactions, ensuring that touch responses and animations remain fluid.

That said, a high refresh rate display should not be considered an unnecessary luxury, even on an $800 iPhone. If consumers truly found it inconsequential, Apple wouldn’t reserve ProMotion technology with its 120Hz peak refresh rate for its premium “Pro” models.

There is a real visual enhancement to be gained from these displays. The delay in adopting this technology was likely a strategic decision by Apple, waiting for the cost of 120Hz panels to decrease enough so it wouldn’t impact profit margins. However, in 2025, it seems the tide is turning in Apple’s favor, paving the way for these high-refresh-rate screens to finally make their debut in iPhones.