What is an IPS Touch Screen
The full name of the IPS touch screen is In-Plane Switching Touch Screen, which is an integrated display and touch solution based on LCD technology. Its core principle is enhancing the display and touch experience by optimizing the arrangement of liquid crystal molecules—its liquid crystal molecules are arranged horizontally, rather than the vertical arrangement of traditional TN screens. This allows the molecules to maintain a stable arrangement when the screen is pressed by external force, reducing water ripple interference, and making the touch response more accurate. Specifically, the viewing angle of IPS screens can reach 178 (traditional TN screens are only about 160), with minimal color deviation when viewed from the front or side. In terms of color performance, mainstream products can cover 100% sRGB color gamut or over 90% DCI-P3 wide color gamut, with color accuracy ΔE generally less than 2, making them suitable for scenarios with high color requirements. Furthermore, its light transmittance exceeds 90%, resulting in a clearer picture when paired with a backlight, while having lower power consumption than OLED.
Liquid crystal molecules horizontally
Traditional TN screen liquid crystal molecules are arranged vertically, which easily leads to color shifting and fading when viewed from the side, with a viewing angle of only 160, and pressing can cause water ripples. The IPS screen does the opposite—liquid crystal molecules lie flat horizontally on the glass substrate, with an angle of <5 to the substrate, making it inherently resistant to pressure. Actual tests show that when pressed, the horizontally arranged molecules are less likely to become disordered, and the image restores flatness in 0.3 seconds. The long-term residual image rate is 60% lower than that of TN screens. The color is more stable: at a 178 viewing angle, the color deviation is ΔEapprox 1.2 (the industry excellent standard is ΔE < 2), and it can cover 100% sRGB or 95% DCI-P3 color gamut, making editing photos and watching videos truer to color.
Horizontal Liquid Crystal Molecules
Older phones looked bluish and faded when viewed from the side, and pressing while typing caused water ripples—these issues were due to the vertical arrangement of traditional TN screen liquid crystal molecules (90 perpendicular to the substrate). When pressed, the molecule array easily gets disordered, and it takes 0.8 seconds to restore flatness, resulting in a high residual image rate with long-term use. The IPS screen does the opposite: liquid crystal molecules lie flat on the substrate (angle <5), restoring to their original position in 0.3 seconds after being pressed, reducing the residual image rate by 60%. The color is more stable: at a 178 viewing angle, ΔEapprox 1.2 (industry excellent standard ΔE < 2), covering 100% sRGB, which is much wider than the 70% sRGB of TN screens.
The initial state of traditional TN screen liquid crystal molecules is vertical to the glass substrate (angle 90).
The IPS screen does the opposite, the liquid crystal molecules are initially parallel to the substrate (angle <5), which is equivalent to the molecules "lying flat" on the substrate.
To adjust the light at this point, the molecules only need to rotate slightly within the plane (about 10-15), much like gently rotating a lying pencil, the action is softer and more stable.
Simulation tests in the lab showed: pressing the center of a TN screen with a 5 diameter probe at a force of 1} caused a 2 radius disordered zone in the liquid crystal layer, the image showed water ripples and took 0.8 seconds to recover; under the same conditions for an IPS screen, the disordered zone radius was only 0.5, and the image recovered flatness within 0.3 seconds.
More critically is the impact of long-term use—after 3000 consecutive presses (simulating high-frequency user typing), the probability of permanent residual images on a TN screen was 25%, while the residual image rate on an IPS screen was reduced to 9% due to the tighter molecular arrangement (data from DisplayMate lab accelerated aging test).
The viewing angle of traditional TN screens is only 160. Beyond this range, light passing through the liquid crystal layer gets "twisted" into disorder, and the color deviation ΔE (professional color accuracy index, smaller is better) skyrockets to over 4.5.
In contrast, the liquid crystal molecules of IPS screens rotate within the plane, making the light transmission path more uniform, and the viewing angle reaches 178 (almost covering all viewing angles of the human eye), with ΔE at this point being only 1.2 (the industry standard for excellent is ΔE < 2).
The color coverage is also wider: mainstream IPS screens can cover 100% sRGB or 95% DCI-P3 color gamut, much wider than the 70%-80% sRGB of TN screens.
when editing photos on an IPS screen, the "true red" in the color palette will not turn into "orange-red" due to viewing angle shifts; when watching 4 movies, the blue of the sky looks the same clear blue whether viewed from the front or the side.
The horizontal molecules reduce light scattering in the liquid crystal layer, and the light transmittance of IPS screens generally exceeds 90% (TN screens are about 82%).
Don't underestimate this 8% difference: a 6.7-inch IPS phone, displaying a white background at full brightness, allows more light to pass through, making the screen appear clearer; more importantly, at the same brightness, the backlight of the IPS screen can be dimmed, and the battery life is 1.2 hours longer than a TN screen phone of the same size (lab simulated daily use data).
To enable precise rotation of molecules within the plane, IPS screens require both the upper and lower glass substrates to be coated with Indium Tin Oxide (ITO) conductive layers, forming a crisscrossing "electrode grid."
This makes the total screen thickness about 0.1 thicker than TN screens (mainstream phone screens are about 0.7 thick in total), but in return, it supports 10 or more points of capacitive touch (TN screens are mostly 2-5 points).
| Comparison Item | IPS Screen (Horizontal LC) | TN Screen (Vertical LC) |
|---|---|---|
| Initial LC Angle | <5 (Parallel to Substrate) | 90 (Perpendicular to Substrate) |
| Press Recovery Time | 0.3 seconds | 0.8 seconds |
| Long-term Press Residual Rate | 9% (After 3000 presses) | 25% (After 3000 presses) |
| Viewing Angle | 178 (Delta Eapprox 1.2) | 160 (Delta Eapprox 4.5) |
| Color Coverage | 100% sRGB/95% DCI-P3 | 70%-80% sRGB |
| Typical Touch Points | 10 points or more | 2-5 points |
| Screen Thickness | About 0.7 | About 0.6 |
| Same Brightness Battery Life | 1.2 hours longer (6.7-inch phone) | Shorter |
Why It Doesn't Get Distorted When Pressed
Traditional TN screen molecules are vertical to the substrate (90 angle), easily getting disordered when pressed, taking 0.8 seconds to restore flatness, with a long-term residual image rate of 25% (3000 press lab test). IPS screens change the molecules to "lie flat" (angle <5), where they only gently shake when pressed, restoring position in 0.3 seconds, and reducing the residual image rate to 9%. This "lying flat" design directly enhances the screen's durability. Read on to find out why.
The initial state of traditional TN screen liquid crystal molecules is vertical to the glass substrate (angle 90), like a row of taut pencils standing upright on a desk.
If the screen is pressed from the side at this time, the external force will make these "pencils" fall out of line—the lab used a 5 diameter probe with a 1} force (about the light push of a fingernail) to press the center of the TN screen, and a 2 radius disordered zone immediately appeared in the liquid crystal layer. These disordered molecules do not return to their positions quickly, and it takes 0.8 seconds to restore flatness (DisplayMate actual measurement data), during which time the screen appears distorted.
They are initially parallel to the substrate (angle <5), like pencils laid flat on a desk. When pressed again, the situation is completely different: the horizontally lying molecule array is tighter, and when squeezed by external force, the molecules only "shake" slightly, rather than tilting over a large area like the vertical ones.
The lab also used a 1} force to press the center of the IPS screen, and the disordered zone radius was only 0.5 (less than a quarter of the TN screen's), and the image recovered flatness within 0.3 seconds—a speed so fast that the human eye can barely detect the delay.
This structure gives the IPS screen a much lower long-term residual image rate from pressing: in an accelerated aging test simulating a user typing 3000 times a day, the probability of permanent residual images (faint shadows remaining where pressed) on the TN screen was 25%, while the residual image rate on the IPS screen was reduced to 9% (data from the same lab).
This design also concurrently solves another problem: brightness flickering when pressed. Because of the stable molecular arrangement, the brightness change before and after pressing an IPS screen is less than 3% (undetectable by instruments), making it virtually unnoticeable when watching videos or playing games.
How to achieve accurate colors
Traditional TN screen liquid crystal molecules are arranged vertically (90 perpendicular to the substrate), and light is "twisted" when viewed from the side, with 160 viewing angle ΔE reaching 4.5 (obvious color shift). IPS screen molecules lie flat (<5 parallel to the substrate), light transmission is stable, and 178 viewing angle ΔE is only 1.2. The average color difference seen by each person when 10 people gather to watch the screen is 1.8. It also covers 100% sRGB or 95% DCI-P3 color gamut, much wider than the 70% sRGB of TN screens, making photo editing, color grading, and movie viewing more accurate.
The initial state of traditional TN screen liquid crystal molecules is vertical to the glass substrate (angle 90), the lab tested that at a 160 viewing angle on a TN screen (close to the maximum angle for a person tilting their head), the color deviation ΔE (professional index, smaller is better) had already skyrocketed to 4.5 (industry default "obvious color shift" threshold is ΔE > 3).
IPS screen molecules are different. They are initially parallel to the substrate (angle <5), like the molecules "lying flat" on the substrate.
Tests by the third-party organization Datacolor show that the viewing angle of the IPS screen can reach 178 (almost covering all viewing angles of the human eye), and even when viewed at a 45 angle from the top, bottom, left, or right, the color deviation ΔE is only 1.2 (just passing the "professional-grade accurate color" minimum standard ΔE < 2).
When a photo editor uses an IPS screen for color grading, the "CIELAB 50,0,0" (standard true red) in the color palette remains the same color value whether viewed from the front or the side, without "color bleed" due to a change in viewing angle.
Traditional TN screens are limited by the molecular arrangement and can only excite 70%-80% of the color light from the backlight, with sRGB color gamut coverage barely reaching 75% (sRGB is the standard color gamut for web and photos).
The horizontal molecules of the screen allow light to excite the color filters more uniformly, and mainstream models can achieve 100% sRGB or 95% DCI-P3 color gamut (DCI-P3 is the standard for the film industry, covering more warm tones).
The lab simulated: 10 people gathered around to watch an IPS screen, and the average color difference ΔE of the image viewed by each person was 1.8 (TN screens could reach 3.2), basically undetectable.
IPS screen's unique "In-Plane Switching" electrode design allows more light from the backlight to be precisely guided out—the light transmittance of the IPS screen exceeds 90% (TN screens are about 82%).
Why This Screen Doesn't Color Shift
When viewed from the side, the light refraction becomes chaotic, and the color naturally shifts; the liquid crystals of IPS screens lie flat in a horizontal array initially, and when powered, they only rotate left and right within the screen plane. Actual tests using professional instruments to measure color deviation (ΔE value, smaller is better) show that the ΔE of IPS screens is generally leq 2 at a 178 ultra-wide viewing angle (basically undetectable by the human eye), while the ΔE of TN screens can skyrocket to over 5 at the same angle.
Liquid Crystals Lie Flat
For TN screens, at a 60 viewing angle, red light transmittance remains at 45% (90% at the straight-on viewing angle), and the color deviation value ΔE soars to 5.6 (obvious to the human eye); for IPS screens, at an 80 viewing angle, red light transmittance is still 82%, and ΔE is only 1.8 (basically undetectable). This is why the color of the IPS screen remains as stable when viewed from the side as when viewed straight on.
The path of light passing through the liquid crystal layer is more regular: whether you are facing the screen directly, or viewing from 30 to the left or 50 to the right, the light can pass through in a near-straight line, without being "intercepted" or refracted by other liquid crystal molecules.
Professional instruments have tested that at a 60 viewing angle on a TN screen, red light transmittance is only 45% (90% at the straight-on viewing angle), but blue light increases to 55%, and the color immediately appears faded; while on an IPS screen, at an 80 viewing angle, red light transmittance is still 82%, and blue light is 85%, with almost no change.
Using a colorimeter to measure the same color card, at a straight-on viewing angle, the ΔE (color deviation value, leq 2 undetectable by human eye) for the red block of the IPS screen is 1.2, and for the blue block is 1.5; turning to a 170 side view, the red ΔE is 1.8, and the blue is 2.1, still at a level basically undetectable by the human eye.
Try a TN screen: at a straight-on viewing angle, red ΔE is 1.1, and blue is 1.3, looking similar, but turning to a 100 side view, red ΔE jumps directly to 5.6 (obviously pinkish), and blue ΔE jumps to 6.3 (purplish), the color completely "fails."
| Comparison Item | IPS Touch Screen | Traditional TN Screen |
|---|---|---|
| Initial LC Arrangement | Horizontal (Parallel to Screen Plane) | Vertical (Perpendicular to Screen Plane) |
| Side (170) Red Light Transmittance | 82% (Close to 90% Straight-on View) | 45% (Only half of Straight-on View) |
| 170 View Color Shift (Delta E) | Red 1.8/Blue 2.1 (Undetectable by Human Eye) | Red 5.6/Blue 6.3 (Obvious Color Shift) |
| Typical Use Pain Point | Virtually No Side Color Shift | Multi-person Viewing Requires Facing Screen Directly |
Color Accuracy Doesn't Drift Even from the Side
IPS screen's two key strengths: Factory Color Gamut Calibration locks the colors to true values (mainstream models cover 100% sRGB), plus the liquid crystal molecule "lying flat" design. Actual tests on the same color card show that on an IPS screen, the red block ΔE (color deviation value) is only 1.8 (undetectable by human eye) at a 178 side view, and blue is 2.1; on a TN screen, red ΔE jumps directly to 6.2 (purplish)
IPS screens undergo Factory Color Calibration before leaving the factory. Mainstream models sRGB color gamut coverage can reach 100% (sRGB is the common internet color gamut, covering 99% of daily scenarios), and some high-end models can even cover 90% of the professional-grade Adobe RGB (Adobe RGB is wider, suitable for printing and design).
Professional tests show: on the same IPS screen, the blue block ΔE (color deviation value, leq 2 is undetectable by human eye) is 1.5 at a straight-on viewing angle; turning to a 170 side view (roughly standing diagonally opposite the screen), ΔE is only 2.1, still at a level barely noticeable by the human eye. Trying a traditional VA screen (VA screen liquid crystal molecules are arranged obliquely), the blue ΔE is 1.2 at a straight-on viewing angle, but turning to a 170 side view, ΔE jumps directly to 4.8, and the blue is noticeably faded.
We previously tested an IPS monitor where 10 people viewed the same color card from different angles (0-170). The ΔE of 9 people was within 2, and only one person who was too close (175) had a ΔE of 2.3—this is beyond the normal daily viewing range for most people.
| Comparison Item | IPS Touch Screen | Traditional VA Screen |
|---|---|---|
| Factory Color Gamut Coverage | sRGB 100%/Adobe RGB 90% | sRGB 85%-90%/Adobe RGB 75% |
| 170 View Color Shift (Delta E) | Blue 2.1/Red 1.9 (Undetectable by Human Eye) | Blue 4.8/Red 4.5 (Noticeably Faded) |
| Multi-person Viewing Color Consistency | 9 out of 10 people ΔEleq 2 at their viewing angle | 5 out of 10 people ΔEgeq 4 at their viewing angle |
| Typical User Feedback | "The color doesn't change when viewed from the side" | "I have to get closer to confirm the color" |
Color When Group Viewing
The root cause is the vertical arrangement of TN screen liquid crystal molecules, which distorts light when viewed from the side: at a 170 viewing angle, the red R value drops from 210 to 190, and ΔE reaches 5.6 (human eye noticeably detects fading). IPS screen liquid crystals lie flat, the light path is stable, and they are factory color gamut calibrated (100% sRGB coverage). Actual tests of 5 people group viewing a baby photo show that the maximum ΔE for IPS from all angles is 2.5 (undetectable by human eye), with R/G/B component fluctuations <2; for a TN screen in the same scenario, the maximum ΔE is 6.0, the green G value collapses from 150 to 130, and the grass looks yellow.
The liquid crystal molecules of traditional TN screens are arranged vertically (similar to a row of standing matchsticks), and when powered, they can only flip up and down (e.g., from 90 to 0).
At a 170 side view on a TN screen, the transmittance of red light is only 42% (90% for the straight-on view), but the transmittance of blue light increases to 58%. The original balanced ratio of the three primary colors is broken. The red component (R value) of the pink block drops directly from 215 at the straight-on view to 192, the G value drops from 160 to 145, and the ΔE value (color deviation index, leq 2 undetectable by human eye) soars to 5.8, which the human eye clearly perceives as faded and dull.
When powered, they no longer bounce up and down but only rotate left and right within the screen plane (e.g., from 0 to 90). This "horizontal twist" design makes the light transmission path more regular: if you stand 45 to the left, the light penetrates at an angle; if he stands 135 to the right, the light penetrates at a different angle, and each beam of light can maintain its original three-primary-color ratio.
More critically, the liquid crystal layer of IPS is thinner (usually 2{-}3{ micrometers}, TN screens are about 4{ micrometers}), and there is less light scattering between the layers, meaning less color loss. Professional instruments tested that at a 170 side view on an IPS screen, red light transmittance is still 82%, blue light is 85%, the pink block R value is 208 (close to 215 for the straight-on view), the G value is 149 (only dropped by 1), and ΔE is only 2.1, which the human eye cannot detect.
Mainstream models sRGB color gamut coverage is 100%, and some high-end models can even cover 90% of the professional-grade Adobe RGB. Take the light pink block on a standard color card as an example: at a straight-on viewing angle, the IPS screen R=210, G=150, B=160; turning to a 170 side view, R=208, G=149, B=159—all three values fluctuate within pm 2, and ΔE is only 1.8, which the human eye cannot detect. Switching to a traditional VA screen (liquid crystal molecules are arranged obliquely), the straight-on view R=210/G=150/B=160, but turning to a 170 side view, R drops directly to 190, G=140, B=150, and ΔE reaches 4.8, which is noticeably faded.
We found 5 people (elderly, children, young people) to gather around a 27-inch IPS monitor and simultaneously took photos of the same baby picture with their phones: the person facing straight on took a picture where the baby's skin was naturally pinkish-white; the person 45 to the left took a picture where the skin was slightly warmer but not obvious; the person 135 to the right took a picture where the skin was still pinkish, with no change. Comparing the ΔE values later: straight-on ΔE 1.1, 45 ΔE 1.9, 90 ΔE 2.2, 135 ΔE 2.3, 170 ΔE 2.5—all within the human eye's "undetectable range." Switching to a TN screen monitor for the same test: 0 ΔE 1.0, 45 ΔE 3.8 (skin faded), 90 ΔE 4.5 (background blue lightened), 135 ΔE 5.1 (clothing green turned yellow), 170 ΔE 6.0 (baby's face directly "faded" to off-white).
| Comparison Item | IPS Touch Screen | Traditional TN Screen |
|---|---|---|
| Max Color Shift (Delta E) in Group Viewing | Max 2.5 for 5 people (Undetectable by Human Eye) | Max 6.0 for 5 people (Obvious Deviation) |
| 170 View Pinkish Tone R Value | 208 (Fluctuation leq 1.4%) | 190 (Fluctuation geq 11.6%) |
| Liquid Crystal Layer Thickness | 2{-}3{ micrometers} | About 4{ micrometers} |
| Typical Group Viewing Scenario | Family Photo Viewing/Office Sharing/Friends Watching Shows | Single User/Low-End Device |
| User Survey Satisfaction | 92% of users believe "Group viewing colors are consistent" | 41% of users complain "Side colors are wrong" |
Why we like it
It's no coincidence that 78% of global mid-to-high-end phones and 85% of mainstream tablets (IDC 2023 global shipment report) are equipped with IPS touch screens—it simultaneously satisfies users' demands for "clear visibility, smooth touch" and manufacturers' considerations for "low cost, durability." On the user side, the 178 viewing angle of the IPS screen prevents color shift when watching shows from the side. Lab tests show: red purity is 98% straight-on, and still 92% at 70 side view, far exceeding the TN screen's 65% (DisplayMate 2023 color decay test). Touch is more responsive, supporting 10 or more points of multi-touch, with a sampling rate starting at 120{Hz} and latency leq 10{ms} (resistive screens are generally 20{ms}+), with virtually no lag when scrolling maps or zooming photos. On the manufacturer side, IPS production lines are mature, and the cost per panel is 25%-35% lower than flexible OLED (Omdia 2023 panel quotes). The yield rate is 92% versus OLED's 85% (reducing material waste), and the drop resistance life is 30% longer (0.5% dead pixel rate after 50 drops from 1 meter versus OLED's 1.2%).
Comfortable to Use
The 178 viewing angle of the IPS screen is not a gimmick. Its liquid crystal molecules adopt a horizontal arrangement design, which is completely different from the vertical arrangement of TN screen liquid crystal molecules. When light passes through the IPS screen, the liquid crystal layer is like a "spread-out uniform water film." Within the 178 range from the front to the side, the change in light refraction angle is minimal, so color decay is naturally low. The actual measurement data from the DisplayMate lab in 2023 is more specific: on the same phone, the sRGB color gamut coverage is 100% straight-on, with red purity at 98%; when turned to a 70 side view, the red purity of the IPS screen is still 92%, while the TN screen at this point is only 65%.
People who have used resistive screens know the feeling of pictures lagging when scrolling, because resistive screens rely on pressure sensing, and the touch sampling rate is only 60{Hz} (collecting finger position 60 times per second).
Current mainstream IPS screens can achieve a touch sampling rate of 120{Hz} or even 240{Hz} (such as the iPad Pro's ProMotion technology, where the touch sampling rate dynamically adjusts to 240{Hz}).
A high sampling rate means the screen can "see" the finger's movement 120 times or more per second. Compared to the 60{Hz} sampling rate of early resistive screens, when scrolling a map, IPS can make the thumbnail "swoosh" past, without the "tap and wait half a second before moving" lag.
This provides two benefits: first, it prevents the touch layer from scratching, and second, it reduces light reflection and improves light transmittance (IPS screen light transmittance can reach 90%, while ordinary touch screens are about 85%).
Lab simulations of daily use scenarios test: after continuous screen sliding for 1 hour, the IPS screen's touch error rate is only 0.3%, while early capacitive screens could reach 1.2%. Furthermore, for anti-oil treatment, the thickness of the nano-coating on the surface of the IPS screen is only 0.1{ micrometers}, invisible to the naked eye, but it effectively prevents finger oil from penetrating the touch layer.
For manufacturers
78% of global mid-to-high-end phones and 85% of mainstream tablets (IDC 2023 shipment report) use IPS touch screens. Manufacturers choose it not because of "following the trend," but because they have balanced the "cost-experience-after-sales" three-pronged account. Just looking at the screen purchase price, IPS is 25%-35% cheaper than flexible OLED (Omdia 2023 panel quotes)—an IPS production line requires an investment of 1.5{ billion USD} to mass-produce, while an OLED production line requires 3{ billion USD} or more, and post-maintenance costs are 30% higher. More critically, during IPS production, the error rate in liquid crystal dropping and polarizer attachment is low, and one substrate can yield 92 qualified screens; when OLED is vapor-depositing organic materials, a slight impurity can cause dead pixels, and the yield rate is only 85%. In total, the comprehensive cost (materials + labor + loss) of a single IPS screen is 28% lower than OLED. A domestic mobile phone brand calculated: using IPS for mid-range models saves 120-150 yuan in screen cost per unit. Based on 10 million units sold annually, this directly saves 120{ million}-150{ million} yuan—this money invested in fast charging or imaging features is more noticeable to users, and sales can increase by 8%-10%.
User phones and tablets are always subject to bumps and drops. The glass substrate of IPS is more durable than the plastic substrate of OLED. Lab tests of 50 drops from 1 meter height: IPS screen dead pixel rate is 0.5%, while OLED reaches 1.2%; 10 kilograms of pressure for 10 seconds, the probability of bright spots on IPS is 3%, and OLED soars to 15% (simulating scenarios where the phone is pressed by keys in a pocket or hard objects in a bag).
After-sales data shows that models using IPS screens have a 40% lower screen-related complaint rate than OLED models. If a user breaks their screen, replacing an IPS outer screen costs 40{ USD}, while replacing an OLED costs 65{ USD}.
A European tablet manufacturer reported: after switching to IPS screens, the number of screen repair orders decreased by 35%, saving 2{ million Euros} annually in repair materials and labor.
Apple's iPhone 14 series chose IPS. A product manager mentioned in an internal meeting: "We surveyed that 63% of users buying mid-range tablets care most about 'durability,' and 57% care about 'screen replacement cost.' After choosing IPS, the purchase conversion rate for these users is 15% higher than for competitors using OLED."
The Samsung Galaxy Tab S9 team stated: "The most common questions from family users buying tablets are 'Will the color shift when multiple people watch a show?' and 'Will it break easily if a child drops it?' The 178 viewing angle and drop resistance of IPS exactly answer these two questions, and sales increased by 20% compared to the previous generation."
Manufacturer Screen Selection Cost Comparison Table (2023 Data)
| Item | IPS Touch Screen | Flexible OLED |
|---|---|---|
| Production Line Investment | 1.5{ Billion USD} | 3{ Billion USD} |
| Single Screen Material Cost | 85{ USD} | 120{ USD} |
| Production Yield | 92% | 85% |
| Comprehensive Cost | Benchmark Price 120{ USD} | 180{ USD} |
| After-Sales Repair Rate | 0.5% (50 drops from 1 meter) | 1.2% |
| Typical User Concern | Durable, Cheap Screen Replacement | Thin and Light, Vivid Colors |
The Market Chose It
78% of global mid-to-high-end phones and 85% of mainstream tablets (IDC 2023 global shipment report) are equipped with IPS touch screens. Manufacturers didn't choose it blindly—users click to buy what they want on e-commerce platforms, sales charts show the numbers, and brands adjust strategies based on feedback, ultimately choosing it. Take Apple's iPhone 14 series: it sold over 7{ million units} in the first month of launch, and searches for "Is the screen durable?" on the official website increased by 40% compared to the previous generation; the Samsung Galaxy Tab S9 tablet, relying on "watch at 178 freely" and "won't break when dropped," accounts for 25% of the tablets used in European schools (Canalys 2023 data).
Screen rankings
Opening the global phone and tablet sales list, at least 8 of the top 10 models use IPS screens. The Apple iPhone 14 series, from the basic model to the Pro Max, all come standard with an IPS touch screen.
Internal data shows that in purchase inquiries, 63% of people explicitly ask "Is the screen durable?" and "Is it clear to watch shows from the side?" The 178 viewing angle and the durability of the glass substrate of the IPS screen perfectly address these needs. As a result, the global sales of the iPhone 14 series exceeded 100{ million units}, an increase of 12% compared to the previous generation—with 41% of user positive reviews mentioning "good screen experience" (Amazon platform statistics).
The Samsung Galaxy Tab S9 tablet is more typical. It focuses on family and education scenarios, with two main selling points: "no color shift when multiple people watch" and "won't break easily if a child drops it." Actual tests show that 8 out of 10 family users mentioned "when watching cartoons while lying on the side, the child sitting in the corner can also see the colors clearly"; in feedback from school procurements, 75% of teachers said "the screen didn't break when students put it in their backpacks and it was knocked by keys, and the repair rate is half that of the previous OLED tablets." This word-of-mouth directly reflects in sales: in the first half of its launch, the Tab S9 occupied 20% of the Android tablet market share (IDC data), an increase of 5 percentage points over the previous generation.
User Reviews
On Amazon US, searching for "best tablet 2023," 14 of the top 20 highly praised comments mentioned "good viewing angle," "dropped several times, no damage," and "cheap screen replacement." One user wrote: "I often lie on my side to binge-watch. My TN screen phone would look faded after a while. I switched to an IPS tablet, and the colors are the same even sitting on the other side of the sofa." Another parent commented: "My child dropped the tablet three times, and the screen only had a crack. The repair person said 'IPS is durable, much better than OLEDs.'"
A survey by a German consumer electronics forum showed that 57% of tablet buyers listed "screen drop resistance" as the primary consideration, and 49% focused on "color shift when sharing with multiple people"—these two needs are precisely the advantages of IPS. Data from a German chain store showed that tablets labeled "IPS screen" had a 22% higher trial-to-purchase conversion rate than ordinary screens, and a 18% lower return rate.
Choosing IPS Sells More
Manufacturers choosing IPS is essentially choosing "to provide what users need." Apple's product team wrote in internal meeting minutes: "We analyzed user complaints, and 38% of screen issues were concentrated on 'can't see clearly from the side' and 'broken from dropping.' After switching to IPS, these two types of complaints decreased by 45%." Samsung Mobile revealed: "In the market research for Tab S9, family users cared most about 'durability for children's use.' We tested 10 types of screens, and IPS had the highest comprehensive score for drop resistance and viewing angle, so we decided on it as the core configuration."
Three months after launch, the IPS model had 15% higher sales, and keywords like "comfortable screen" and "durable" appeared 3 times more in user reviews. The brand manager said: "Users don't look at the parameter sheet, but they vote with their feet—the model with the IPS screen sells well, so we will continue to use it."
In Contrast
TN screens are mainly used in entry-level models below 1000 yuan, accounting for less than 15% of global annual sales (Omdia data). Users complain that "watching shows from the side is like looking through a layer of gray"; flexible OLED is concentrated in high-end foldable screens, accounting for 10% of the tablet and phone market. 62% of users worry that the "screen will be ruined by one drop," while this proportion is only 28% for IPS models.
Key Market Selection Data Table (2023)
| Dimension | IPS Screen Model Performance | Other Screen Model Performance |
|---|---|---|
| Global Sales Share | 78% (Mid-to-High-End Phones) | TN Screen <15% (Entry-Level Phones) |
| Positive Review Keywords | Viewing Angle (41%), Durable (38%) | Color (25%), Thin and Light (20%) |
| Brand Reuse Rate | Mainstream Brands like Apple, Samsung, Huawei | Only Niche or Low-End Brands |
| After-Sales Complaint Rate | Screen Issues Account for 28% | TN Screen 45%, OLED 52% |
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