Apple boss Tim Cook has taken a swipe at the OLED colour screens used by rivals such as Samsung and Nokia.
The computer giant's CEO was speaking at an investor meeting with Goldman Sachs when he dissed the super-saturated colour of devices like the Samsung S3.
"If you ever buy anything online and really want to know what the colour is, as many people do, you should really think twice before you depend on the colour from an OLED display," CNET quoted him as saying.
And he claimed that Apple had the best screens on the market in the form of its "retina" displays.
"What Apple does is sweat every little detail," he said. "We want the best display, and I think we got it."
Meanwhile Bloomberg has reported that the rumoured iWatch is more than just an experiment for Apple - and that it has a team of around 100 people working on the product.
The news agency's unnamed sources say the work group includes "managers, members of the marketing group, and software and hardware engineers who previously worked on the iPhone and iPad".
We told you yesterday how Tim Cook had addressed rumours of a more "affordable" iPhone.