HTC has announced that it will be introducing Sony's Super LCD displays into its smartphones in the coming months, including the Nexus One, which it produced for Google, and its very own, HTC Desire.
The move comes amid reports that Samsung, who currently produces HTC's AMOLED displays, is keen to put AMOLED on the back-burner for the time being, as it wants to heavily push its own Super-AMOLED handsets, like the Galaxy S.
Although HTC is claiming that Sony's Super LCD displays "offer an exceptional natural balanced colour, clear contrast, broad viewing angles and improved power efficiency", consumers will no doubt be concerned that the move signals a slight step back in terms of display quality.
However, HTC insists that it doesn't, stating that the displays are on a par with what are currently used.
“HTC is experiencing high-demand for many of our phones, specifically our phones with 3.7-inch displays. The new SLCD display technology enables us to ramp up our production capabilities quickly to meet the high-demand”, said Peter Chou, CEO of HTC Corporation.
“The SLCD displays provide consumers with a comparable visual experience to HTC’s current 3.7-inch displays".
The one thing that the Super LCDs do have going for them is they will probably be a lot more battery friendly, as power management is reportedly five times better than previous LCD displays.
Time will tell whether the screens can live up to their billing as being AMOLED equals.
Our opinion: it seems a bit strange that HTC is promoting a new piece of hardware as being "comparable" with what is currently used.
Could HTC's statement be a case of damage control? It sounds a bit like it to us.
What do you guys think? Can Super LCDs compete with AMOLED displays or will this mean a drop in quality for HTC's handsets? Drop us a line below.