IMAX has issued a mixed reaction to Apple’s new iPhone Duo, specifically its 1:1.4 aspect ratio displays. While the cinema giant is impressed by how closely that ratio approaches IMAX’s own full-frame standard, it made clear that watching feature films on a phone is still not its preferred experience.
The iPhone Duo features two screens—an inner foldable display and an outer one—both sharing a 1:1.4 aspect ratio. That correlation aligns closely with the traditional IMAX aspect ratio, which was derived from the geometry of their 15-perforation/70mm film format. The similarity didn’t go unnoticed by IMAX.
Selecting moments during the initial reveal buzz, someone on social media wondered whether Apple’s move could spur more content in the 1.41:1 format. IMAX’s official account replied, saying the company “love[s] this for them,” but also emphasized—somewhat wryly—that films still belong on larger screens, not phones.
The iPhone Duo is set to begin taking pre-orders on October 16, with device availability starting a week later on October 23. The announcements have stirred debate among both tech pundits and content creators on how display ratios may shape the viewing experience on mobile devices.
Why the 1:1.4 Ratio Is Significant
Aspect ratio is more than a technical specification—it determines how visual content is framed, how immersive it feels, and what’s visible on screen without black bars or cuts. IMAX’s longstanding film ratio is wider than the tall, thin screens found on many smartphones. Apple’s move to 1:1.4 aims to narrow that gap, promising a more cinematic feel.
This represents a continued trend in mobile hardware: redefining what screen geometry can offer. Devices like multipurpose tablets, foldables, and phones with adjustable screens have pushed the envelope. The iPhone Duo’s dual-screen design that transitions from closed to open with a consistent aspect ratio is one of Apple’s boldest steps yet.
IMAX’s Position: Envy or Endorsement?
IMAX’s reaction reveals a balance between respect and reservation. There’s clear admiration that Apple is moving display design closer to the form factor of true cinema. But even as aspect ratios align, IMAX draws a line when it comes to display size. A phone’s screen, no matter how cinematic in shape, reduces the sensory width IMAX believes is essential to its storytelling environment.
This isn’t the first instance of IMAX engaging with tech-makers about aspect ratio and screen experience. Its branding and standard setting have made aspect ratios a key battleground—not just for preserving artistic intent, but also for ensuring viewers get work the filmmaker intended. In that context, Apple’s ratio shift feels like a meaningful nod, even if IMAX still isn’t swapping its theaters for handheld devices.
This dialogue does more than highlight Apple’s engineering feats—it signals to app developers, streaming platforms, and content producers. As phones adopt display ratios once reserved for cinemas, creators may explore offering more content formatted for those dimensions. And whether IMAX watching moves toward pocket-sized devices depends on how much content—and viewing experience—adjusts accordingly.
