American Airlines has announced plans to reintroduce seatback screens across most of its narrow-body fleet, aiming to better compete with rivals like Delta Air Lines and United Airlines. These new screens will feature 4K displays and are expected to debut in 2028 with incoming deliveries of Boeing and Airbus aircraft. Along with the screens, the airline will retrofit existing planes to include features such as Bluetooth audio pairing and USB-C charging across all cabins.

The airline had previously avoided seatback entertainment, citing concerns about added weight and equipment costs, believing passengers would prefer to use their personal devices. However, advancements in technology and customer preference have led to a shift in strategy. Heather Garboden, American’s Chief Customer Officer, emphasized that improved passenger satisfaction often translates into increased revenue, though she did not specify the investment size for the initiative, which is expected to take until the early 2030s to complete.

In addition to upgrading in-flight entertainment, American Airlines revealed plans to increase the number of first-class seats on their Airbus A321neos and Boeing 737 Max 10 models, the latter of which will arrive in a few years. The airline is also enhancing legroom across its fleet, with premium seats often selling for more than double the price of standard coach tickets. For example, a round-trip first-class ticket from New York JFK to Dallas Ft. Worth can cost $1,161 compared to $447 in coach.

American CEO Robert Isom outlined a broader strategy to close the profit gap with larger competitors by boosting premium seating, enhancing lounges, and refining the airline’s route network. The carrier also plans to refurbish its Boeing 787-8 Dreamliners to feature new business-class suites and is actively evaluating options for new wide-body aircraft from Boeing and Airbus. Despite reporting a second-quarter profit of $71 million, the airline trails Delta and United significantly in earnings, underscoring the urgency of these efforts.