Check the specs. It's AMOLED vs OLED. Also check the ppi, brightness etc. It was so embarrassing to watch the keynote when Phil was explaining that it took longer to upgrade to OLED because they had to perfect the technology. I guess that's why they haven't upgrade Mac Pro line for so long either...same with Mac Mini and 4K on Apple TV..they are perfecting it... The truth is that the old LCD was cheaper and now after they upgraded to OLED they bumped the price as well.

The issue is/was that Samsung effectively is the only company that makes OLED phone displays, so they'd charge out the ass for one and could always just sell last gen displays to make their new phone more attractive.

Iirc Apple and some other companies threw a bunch of money at LG so they can get in the game as well, which will be nice in the future but atm obviously screen quality is worse and costs are higher due to R&D cost.

Your citation is that Apple’s marketing group thinks OLED is a better term than AMOLED?

PPI is not a fixed number determined by generation and isn’t relevant. Brightness is an interesting point but my Nexus 6 was AMOLED (oh my) and <400 nits so significantly dimmer than the iPhone X.

It’s very possible, even likely, that Samsung’s latest flagship phones use newer display tech than the iPhone X. It is exceedingly unlikely that the iPhone X is using first generation tech.