American Airlines Considering Bringing Back Seatback Screens

According to CNBC, American Airlines is "seriously considering" reinstating screens on its narrow-body planes, and a decision could be made by next month. 

This move would be part of American's plans to offer in-flight entertainment and Wi-Fi on its narrow-body aircraft, CNBC said. 

What The Additions Could Look Like

CNBC reports that, to make this possible, American Airlines could look to SpaceX's Starlink or Amazon's Leo for in-flight Wi-Fi. 

Additionally, American is in contact with Amazon about providing content for its seats, such as music, Amazon Prime, and other shopping options, allowing American customers to use their points to make purchases. 

Right now, American has a deal with Apple for music and Apple TV+ content. 

Why American is Reconsidering Screens

CNBC reached out to both SpaceX and Amazon, but didn't receive a response. Amazon declined to comment. 

This comes as American faces stiff competition from airlines like Delta and United, which account for the vast majority of US airline industry profits. They've also been investing in their in-flight experiences for years, including entertainment and more. 

Meanwhile, American removed screens from its narrow-body aircraft about a decade ago to reduce costs. At the time, executives said customers would rather use their phones, CNBC reported. 

While these competitors have been working to improve the in-flight experience, American has been adding more premium seating options, including seats with screens. 

Last fall, American CCO Heather Garboden told CNBC that they were coming around to the idea of bringing screens back. 

“I think of where the technology was a decade ago, and where it can be today, or even a few years from today,” Garboden said at the time. “Hopefully the complexity is less.”

CNBC reports that American has more than 790 narrow-body Boeing and Airbus jets, so this process could take years and would be costly. 

As for in-flight Wi-Fi, Starlink has provided its service to airlines like United, Hawaiian Airlines, and Qatar Airways. 

As for free in-flight Wi-Fi, United, Delta, Southwest, and American all followed JetBlue's lead in offering it; however, customers are typically required to be part of the airline's loyalty program to receive it.