American Airlines reverses controversial policy from 2017 but passengers say it's 'too late'
American Airlines is hoping to soar with its latest announcement, but, as ever, disgruntled passengers are claiming the USA's biggest airline is struggling to keep up with the times.
It seems that even when you've made it to the airport on time, remembered your passport, and made it through security while being prodded and probed, it's not as simple as kicking back and taking it easy as you climb to 30,000 feet.
American Airlines has previously been lambasted for being among the many carriers that have changed their already stringent baggage policies, potentially turning away passengers who weren't adhering to revamped cabin baggage rules.
It was also called out for being late to the game in offering onboard Wi-Fi, but American Airlines is now rolling back a controversial policy involving screens that it introduced in 2017.
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In an announcement on the American Airlines site, it was confirmed that all seats on narrow-body planes (the single-aisle ones usually used for domestic flights) will again include seat-back screens.
This includes all Airbus and Boeing planes, as well as retrofitted ones.
All of this forms part of a wider cabin investment strategy that's just been announced in August 2026, although the seat-back screen mandate will start in 2028.
The 'no screen' policy started in 2017 with the Boeing 737 MAX aircraft through the 'Project Oasis' retrofit program, and only recently ended with the last Airbus A319 retrofits in mid-2026.
Speaking to The New York Times, Ben Mutzabaugh, travel editor of The Points Guy website, called it a "sharp U-turn in strategy."
It might seem like a relatively minor detail, but seat-back screens could make rivals Delta and United appear more premium than AA, with Mutzabaugh adding: "Today, there’s little to differentiate American’s screenless economy cabins from those of a no-frills budget airline. Seat-back screens — coupled with the airline’s other service upgrades — are part of a bigger effort by American to get back in the game as a true full-service carrier."
Although American Airlines offers screens on its wide-body planes for long-haul international flights, it phased them out on domestic flights while offering passengers content to stream from their personal devices.
While it's true that most of us have smartphones these days, and many parents plonk their kids in front of a tablet on flights, many thought AA was simply doing it as a cost-cutting measure in terms of upgrading tech and the extra weight added.
TV screens might seem like a minuscule thing to consider in terms of weight, but with even tiny variations in load weight burning more fuel, it's something airlines have to consider.
Over on Reddit, the seat-back screen announcement's potential win was lost under a cloud of mockery. Many called out American Airlines' flip-flopping approach, as well as jokes about it finally getting with the times.
One critic grumbled: "Why spend money on this and not the myriad other areas American needs to improve? Do they really think the ROI is gonna be that big? Like people were avoiding American over having a phone holder instead of a screen?"
Others spotted another potential reason, and when someone suggested screens have moved from cost to profit center, another mused: "You get it! Nobody else mentioned this here. Screen in front of your face makes you a captive audience. Get ready for lots of commercials and Citi card ads."
Another joked, "AA leaps into 2012," and someone else concluded: "Finally, just 8 years too late."
Whether seat-back screens are really that important to potential American Airlines customers, it seems everyone has an opinion on the matter.