Earlier quoted context omitted.
Being a key technology architect for it (not the core inventor), I know all about it, and then some more! I cannot however talk publicly about it. :-( It has been a disappointment for me as well. I had worked on it for nearly eight years. The idea was so interesting--using thin-film interference for creating images is akin to shaping Newton's rings into arbitrary images, something which even Newton would not have ima…
My fantasy display would be some kind of reflective-mode display that can passively show static images like e-ink, have partial updates like MIP LCD in wearables, response times like modern LCD and AMOLED, and "super-real" contrast/gain. I.e. actually do wavelength conversion to not just reflect a narrow-pass filtered version of the ambient light, but convert that broad spectrum energy into the desired visuals, so it…
What about cost? :-) It is an important factor too outside of the fantasy world and can kill new display technologies. The latter often suffer from yield issues (dead pixels, etc.) during early phases of R&D which can make initial costs be still higher as compared to already matured technologies.
>> I.e. actually do wavelength conversion to not just reflect a narrow-pass filtered version of the ambient light, but convert that broad spectrum energy into the desired visuals
Reflecting filtered version of the ambient light, if done efficiently, brings the display to as bright as other natural/common objects around. So it should be good enough for most purposes, even in a somewhat darker ambient with eyes adjusted.
It would not however be attention-grabbing by being brighter than those surrounding objects. So many users, often used to seeing brighter emissive displays, still do not pick those as a preference.
>> I can only imagine this being either:
>> ...
Another way to make it look brighter is to reflect more light towards the users/eyes while capturing it from broader directions. This would compromise on viewing angle (unless more fantasy tech is brought in), but I think this in itself take the display to wow levels.