Almost 10 years later, American Airlines has backtracked on its decision, announcing that it will once again install seatback displays across its fleet of narrowbody aircraft.

Way back in January 2017 when American went into full penny-pinching mode, they announced that their new Boeing 737 MAX 8 aircraft would be delivered without seatback displays, and eventually retrofitted the rest of its narrowbody fleet to match.

Now that the market demands premium seating and perks, American is finally reacting, with plans to reintroduce in-seat displays starting in 2028. All new narrowbody deliveries will feature screens, while the rest of its current fleet will undergo retrofitting works to match the new update.

“We’re making one of the most significant investments in the onboard experience in our history,” said American’s Chief Customer Officer Heather Garboden. “From next-generation seatback entertainment at every seat to substantially more premium seating options, these enhancements will give our customers more ways to relax, stay connected and enjoy their journey.”

While they haven’t given us size specs, they say their 4K displays will be one of the largest offerings across the North American market. They will also offer a broad selection of movies, TV, music, games and content. These displays will also have USB-C fast-charging ports and Bluetooth connectivity if you prefer to use your own wireless headset. This all ties in to their Starlink Wi-Fi offering as well, allowing them to deliver a most comprehensive package.

While they haven’t given a definitely timeline, they said installations and deliveries start in 2028, and should be completed in the early 2030s.

Seatback displays on their own won’t turn an airline around, but I thought American really shot themselves in the foot way back when they decided to remove them in the first place. Around that time, they were also moving towards a denser cabin configuration, maybe trying to capture a small portion of the low-cost market.  

One could argue that more and more people travel with tablets and can easily connect to the Wi-Fi, but the reality is not everyone has, or can afford a tablet in the first place, and many of us simply prefer to just use the seatback displays instead.

It seems so silly that they are chopping and changing their business strategy, but with the market pressuring them to offer a better service, and competing carries (United, Delta and JetBlue) miles ahead in terms of their hard products, it’s not surprising to see American making this shift.

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