Tim Cook, Apple’s CEO delivered his views on the growing enthusiasm for OLED screens. “They’re awful,” he told an investor conference organised by Goldman Sachs in San Francisco.

“If you ever buy anything online and really want to know what the colour is, as many people do, you should really think twice before you depend on the colour from an OLED display,” Cook said, while  later citing Apple’s own retina displays as being twice as bright and a superior experience.

While Cook’s comments were specifically addressing mobile phone and tablet screens, his views went down badly amongst Samsung phone and tablet buyers.

Cook also told analysts that his company’s Apple stores were an important part of the firm’s retail focus, and that the per-store average revenue topped $50 million per annum, and as a result Apple would expand the current 20-store portfolio by another 30 or so locations this year.

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