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Wording from the apple site
The custom OLED displays on iPhone XS deliver the most accurate color in the industry, HDR, and true blacks. And iPhone XS Max has our largest display ever on an iPhone.
and
All-new Liquid Retina display — the most advanced LCD in the industry.
I didn't watch the keynote in whole, so they might've said it differently, but it seems like the OLED is best in class and so is the LCD, but within their respective technologies
kboy
@kboy the exact wording was "most colour accurate in the industry". No limitation on just LCD screens