Apple’s 120Hz Display Strategy: Why Isn’t It Standard Across the Lineup?

For nearly a decade since the introduction of ProMotion technology in the 2017 iPad Pro, Apple has treated 120Hz displays as a premium feature. While the company has expanded its use, the continued segregation of this technology across its product lines raises questions about its strategy and whether it’s hindering the overall user experience. This article examines the rationale behind Apple’s approach and explores why a more widespread adoption of 120Hz displays could benefit consumers.

The Evolution of 120Hz Displays at Apple

Apple first introduced 120Hz ProMotion displays on the iPad Pro in 2017, offering a smoother and more responsive visual experience. It wasn’t until 2021, with the iPhone 13 Pro models, that this technology made its way to iPhones. More recently, in 2025, Apple added 120Hz to the base iPhone 17 ¹. Despite these advancements, many of Apple’s mid-range products, like the iPad Air, continue to feature 60Hz displays.

The Benefits of 120Hz Displays

The advantages of a 120Hz display extend beyond simply ticking a specification box. A higher refresh rate results in a demonstrably smoother experience, making scrolling, animations, and gaming perceive more fluid and responsive. While some argue that the average consumer may not consciously notice the difference unless it’s pointed out, the improved responsiveness contributes to a more premium and enjoyable user experience. Even if not consciously perceived, the smoother display contributes to a faster-feeling device.

Price Gaps and Feature Differentiation

A significant factor in Apple’s strategy appears to be maintaining a clear distinction between its mid-range and Pro-level products. The price gap between the iPad Air (starting at $599 for the 11-inch model, $799 for the 13-inch model) and the iPad Pro (starting at $999 for the 11-inch model, $1199 for the 13-inch model) is substantial ². This gap makes it unlikely that many consumers will cross-shop between the two, opting for the model that fits their budget. However, this also means that features like 120Hz displays become a key differentiator, justifying the higher price tag of the Pro models.

The MacBook Air Parallel

The same dynamic plays out in the MacBook lineup. With the MacBook Air starting at $999 and the MacBook Pro at $1599, features like 120Hz displays are often reserved for the higher-end models. The question arises: is it justifiable to withhold features that enhance the user experience simply to create a price tier distinction, especially when the base models aren’t necessarily “budget” products?

Industry Trends and Apple’s Position

Across the broader laptop industry, 120Hz displays are becoming increasingly common even in devices priced around $999. This raises the question of whether Apple’s reluctance to adopt a more widespread approach is becoming outdated. While Apple will always seek to upsell customers to its higher-end products, maintaining a significant feature gap on a core element like display responsiveness may not be the most effective strategy.

The Case for 90Hz as a Middle Ground

If Apple remains hesitant to implement 120Hz across its entire product line, a viable compromise could be 90Hz displays. This would offer a noticeable improvement over 60Hz without the potential cost implications of 120Hz. 60Hz is beginning to feel insufficient for mid-range devices in today’s market.

Looking Ahead

While Apple may continue to reserve certain features for its Pro models, the industry trend towards higher refresh rate displays suggests that a broader adoption is inevitable. As the cost of these technologies decreases, and as consumer expectations continue to rise, Apple may need to reconsider its strategy to remain competitive and deliver the best possible user experience across its entire product lineup. The company’s commitment to user experience has always been a key differentiator, and extending features like 120Hz displays to more products could further solidify that reputation.