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This may not be the augmented reality headset that everyone's talking about right now,

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but hidden away at the Samsung display booth is a showcase from the recently acquired

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Imagine that absolutely blew my mind.

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Apple, I don't ask you for much, but can you please use this tech

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in your upcoming AR VR headsets? Like, check this out.

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Inside this black box is a micro OLED display

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that's so bright, they warned me not to look at it for more than a second or two at a time.

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They claim that it reaches a brightness of 10,000 nits.

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And I gotta tell you guys, I believe them, like it's physically painful to look at,

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which raises a big question. Why would anybody want a display that's so bright?

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It's painful to look at. A few reasons, actually. In a head-mounted display application,

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which is what these are for, you lose a ton of the brightness to the lens

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that stretches the display to fill your field of view. Also, certain applications like 3D

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can cause a lot of light loss, and a big one is low persistence, okay?

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When you're moving your head around, when there's a fast-moving object going by,

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you can achieve really great motion clarity by strobing the light,

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which means anytime it's not shining, you're losing some of that potential brightness.

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At pixel densities of up to 2,600 pixels per inch,

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these things are like having a movie theater that you can stick your eye into.

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But that wasn't enough for Imagine. That's where these guys come in.

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Instead of using a traditional printed-on mother-glass approach to OLED manufacturing,

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like we see in laptops or tablets, they are using a silicon deposition method

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of manufacturing the displays. So what they're doing is they're taking

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a super fine mask like this, and they're building up these displays,

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sub-pixel by sub-pixel, just like you would a microprocessor.

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And this has a couple of key advantages. First is the pixel density.

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3,500 pixels per inch.

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That is absolutely wild. They've got a demo chip here

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that they've got a 7x magnification thing sitting on,

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and you can't even begin to see anything resembling an individual pixel.

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We're talking one micron between each one,

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no screen door effect. And the other big one is power consumption.

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They're claiming that these will be able to run at something like, I think it's a fifth, one fifth,

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one fifth the power consumption of the more traditional manufacturing method.

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Now, I think you can see already that this is far from mass production.

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This is a mere 200 millimeter wafer when the big kids are using 300 millimeter wafers.

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But my belief is that as they scale this up,

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given what we know about silicon manufacturing, we could expect not only the advantages we just discussed,

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but also the economies of scale. So, hey, Apple, if you're watching,

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who would love to see this in a future Vision Pro headset? Vision Pro 2, perhaps?

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Oh, I also love to see what we're gonna see in future laptops. After this message from our sponsor.

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We know that MacBooks have great battery life thanks to the M series chips that Apple

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has been cranking out, but their battery life could be even better

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because right now the biggest draw is going to be their displays.

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But Samsung's been cooking up some pretty cool color techniques

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that are going to like trick your brain into perceiving more color with a lower power budget.

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Now, here we have an LCD display and an OLED display. Something we've had to do for a long time with LCD displays

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is crank up the brightness to make something appear more green.

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But with new OLED technology from Samsung Display,

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they can provide higher color saturation. So that green is actually more green.

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Like, have you ever looked at like a flower before? It's not brighter, but they can have specific very deep blue or red hues

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that you just can't see on a display. When we measure our LCD display,

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we see that as we're pulling around the 300 nits region.

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But we go to our OLED display

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and we're getting around 270 nits. So about a 10% reduction in overall luminance,

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but to the human eye, it appears to be a little bit brighter.

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Now, there's a couple of caveats. We can see that the color temperatures aren't perfectly lined up.

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These are two different display technologies. They're not going to be a one-to-one comparison.

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But in theory, if you can get a 10% power savings just from going to OLED,

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that's going to have, help your battery life a huge amount. But what else is really cool

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is over here is their color technology. This is the color trickery that I was talking about.

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Here we have what they're calling intelligent color technology.

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So here we have two displays, but one of them is using about 10% less power.

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To save even more energy, Samsung Display is employing a couple of cool techniques.

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On this side, they're using advanced edge luminance profile

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plus intelligent color technology. What the heck does that mean?

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Basically, what they're doing is that they're dimming the very edges of the display

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to reduce the amount of overall power that your backlight's using.

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And it's really, really subtle. You can see it when we change it side by side here.

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We're going to 5%, a 10% reduction, 15, 20.

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If you take a close look, you can see right around the edges

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that that's actually changing. But it's really not affecting the main content of the image

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where you're going to be putting the stuff you're looking at. And even right now, I don't really mind the vignetting,

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especially when you're supposedly getting 34% power saving, whatever that means, Samsung Display.

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So what's holding Apple back from switching to OLED laptops?

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Well, one thing is that Apple sells a ton of laptops

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and you can't get that many displays from the current mother glass.

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You see, every single display is cut from a big, huge sheet of glass.

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This is how big their mother glass is today. And in 2025, this is how big it's going to be,

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which means they're going to be able to make a ton more displays.

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But hey, Samsung Display got to steal from Apple too. Look, dynamic island.

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Moving over to things Apple should borrow from Samsung Display, a big focus for them this year

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was the durability of their foldable screens.

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And while I have had some personal, bad experiences

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with them, my Z Fold 3 has the microcracks down the middle.

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It's clear that they've been hard at work on new form factors that take better advantage

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of some of their new advancements. Like this one that is foldable and slideable

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and this laptop that can just, you know, casually go from basically per storable

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to having a pretty decent size display.

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Okay, realistically, Apple's not going to make a MacBook with screens on the top and bottom like this,

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but this is something we'd be very likely to see. They're showing off an OLED display

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with a peak brightness of 3,000 nits this year.

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That is, what? This is all OLED. There's a cutie OLED.

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Now we've been talking a lot about OLEDs, but what about them cuties?

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We already used that intro line pretty much. Damn, a lot of the cutie OLED action

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has been in the monitor space. And we're going to be showing you guys a lot of cool videos about that very soon.

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But in the TV space, brightness is the game. And the next generation of cutie OLED panels

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is going to be 50% brighter, going from 2,000 nits to 3,000 nits peak brightness.

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It's really hard to show on camera, but honestly, it can get almost too bright at times

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for this footage. I feel like we're almost losing details

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with just how bright it is compared to this. Look at the green on here.

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And it's mind-boggling.

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Now we're not going to be seeing an increase in color gamut on these new OLED panels.

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Brightness is the main focus. But cutie OLED already covers 90%

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of the Rec 2020 color space, which is crazy.

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But it allows them to get Pantone certification, which is great for creators.

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A big, big crowd for Apple. Making sure that they know that their renders

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that are on their screen are going to look like the product they'll actually receive in real life.

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There is a lot of amazing features that we really, really want to see,

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especially in Apple devices. Make sure to subscribe to ShortCircuit.

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So if Apple actually ends up using these displays, you'll be the first to know.

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And it'll be so cool. It'll be great.