American Airlines is finally bringing back seatback screens after nearly 10 years in a premium push to win back customers

American Airlines has reintroduced seatback screens on its aircraft after a nearly decade-long absence, as part of a premium push to regain customers. The airline announced on Tuesday that starting in 2028, 4k screens will be installed at every seat on all new narrow-body aircraft from Airbus and Boeing. These new screens will feature improved USB-C fast charging ports and Bluetooth audio connectivity.

In addition to the upgraded screens, American is also increasing premium seating options across all aircraft in an effort to attract higher-spending travelers. Heather Garboden, American's chief customer officer, stated that these enhancements will provide customers with more ways to relax, stay connected, and enjoy their journey.

The upgrades come as CEO Robert Isom seeks new ways to close the profit gap with rivals United Airlines and Delta Air Lines. American is also implementing a Starlink Wi-Fi system into 500 of its narrow-bodied aircraft, providing passengers with advanced multigigabit connectivity. The airline's strategy comes after it shifted to streaming entertainment on passengers' personal devices last year, citing weight, hardware maintenance, and costs for short-haul flights as reasons for removing the screens.

Despite the airline's decision to bring back seatback screens, some frequent fliers have expressed frustration over the lack of screens on recent flights, describing the experience as akin to an old-fashioned flight.