Samsung Galaxy S III display beats iPhone 5: Do customers care?

Apple and Samsung are facing off once again, with IHS iSuppli comparing the iPhone 5 touch-screen display with one of its biggest rivals, the Samsung Galaxy S III.

Despite Cupertino's efforts to slim down its new touch screen via in-cell technology, the iPhone 5 falls short of Samsung's flagship phone, according to IHS.

The new Apple offering sports a slimmer 1.5mm display (compared to the 2.1mm iPhone 4S) and a 72 percent color gamut (higher than the 4S's 50 percent). The Galaxy S III's 1.1mm thickness and full 100 percent color gamut wins the match, but not necessarily the fight.

Having the first product with in-cell tech - or a touch panel combined with the main display - is a major achievement, according to Vinita Jakhanwal, director of IHS small and medium displays. Overall, the iPhone 5 is thinner than the Galaxy S III, and its display color gamut is more than sufficient for most people, Jakhanwal said in a statement.

"Such improvements on the iPhone 5 are consistent with Apple's philosophy of selecting features designed to yield profitable products that deliver a superior customer experience, rather than providing technology for technology's sake," he said.

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