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BOE launches ADS Pro: a premium IPS LCD aimed at budget phones
BOE Technology Group, one of the world’s leading display manufacturers, has introduced a new ADS Pro panel — an advanced IPS LCD designed for smartphones. The 6.74-inch display combines high pixel density, fast variable refresh rates and exceptional peak brightness with improved power efficiency, positioning it as an attractive option for cost-sensitive devices that still demand strong visual performance.
Key product features
Display size and resolution
The ADS Pro is a 6.74-inch panel with a resolution of 2720 × 1224 pixels, delivering roughly 443 ppi. That density ensures crisp text rendering and detailed images, making it suitable for media consumption, gaming and reading.
Refresh rate and adaptive modes
BOE offers the panel with either a 120Hz or 144Hz variable refresh rate. The implementation appears to use stepped adaptive modes — likely including 30Hz, 60Hz, 90Hz and the top 120Hz/144Hz settings — to balance smooth motion and battery life depending on the task.
Brightness and power efficiency
One standout spec is the panel’s peak whole-display brightness of approximately 1,500 nits, which improves outdoor visibility and HDR highlights. At the same time, BOE claims around a 20% reduction in power consumption versus comparable IPS LCDs, addressing a common weakness of high-brightness panels.
Technical comparisons: ADS Pro vs. other mobile panels
Against traditional IPS LCDs, ADS Pro raises the bar with higher peak brightness and improved energy efficiency. Compared with many OLED solutions, the ADS Pro offers competitive brightness and reduced cost, though OLED still retains advantages in black levels and per-pixel dimming. For manufacturers targeting sub-EUR 150 devices, ADS Pro presents a compelling trade-off: near-flagship brightness and high refresh rates at lower BOM cost than high-end flexible OLEDs.
Advantages and practical benefits
- High resolution and ~443 ppi for sharp UI and media.
- 120Hz/144Hz variable refresh for smoother animations and gaming.
- 1,500 nits peak brightness for improved outdoor readability and HDR.
- ~20% lower power draw compared to similar IPS panels — extends battery life in real-world use.
- Lower manufacturing cost compared with many OLED alternatives, making it viable for budget phones.
Use cases and target devices
BOE’s ADS Pro is positioned for entry-level and lower-midrange smartphones. Expect to see it in devices under EUR 150 where manufacturers want to advertise high refresh rate displays and exceptional brightness without the cost of OLED. Its combination of efficiency and brightness also suits devices marketed for heavy daytime use, such as outdoor-focused phones, gaming-centric budget models, and HDR-capable media players.
Market relevance and outlook
This announcement underscores a broader trend: LCD technology continues to evolve, narrowing the gap with OLED in brightness and refresh performance while retaining cost advantages. For OEMs, ADS Pro gives another tool to differentiate inexpensive models with premium-seeming displays. For consumers, it means better daytime visibility, smoother animations and longer battery life in more affordable handsets.
Conclusion
BOE’s new ADS Pro IPS LCD delivers a compelling mix of high resolution (2720×1224), fast 120Hz/144Hz variable refresh, extreme peak brightness (1,500 nits) and improved energy efficiency. By targeting budget phones with a competitive price point, the panel could accelerate the trickle-down of higher-end display features into mainstream devices.
Source: gsmarena
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