Mistake? Alaska Airlines’ New 737 MAX 10 Leaves Economy Class Without Seatback Screens

Key Points:

• Alaska Airlines will install seatback screens only in its two premium cabins—Aurora Suites and Premium Reserve—on the new Boeing 737 MAX 10 aircraft starting in 2028, while economy and Premium Class passengers will use personal devices for entertainment.
• The airline cites certification challenges and a desire to avoid further delays as reasons for excluding screens from economy seats, relying instead on fast, free Starlink Wi-Fi to support passenger entertainment on personal devices.
• Critics argue that seatback screens enhance passenger experience, especially on long transcontinental flights, and convey a premium image that could influence customer choice, suggesting Alaska is missing an opportunity by not extending screens beyond premium cabins.
• Other airlines, like American Airlines, are reinvesting in seatback screens alongside Wi-Fi upgrades, indicating a market trend toward offering both options to improve the in-flight experience.
• While Alaska’s investment in premium cabin amenities is significant, some believe that excluding economy passengers from seatback screens undermines efforts to build a comprehensive premium product and could impact competitiveness.