Why does iPhone 16 Pro display units looks brighter than s24 ultra

So I went to buy the S24 ultra to the store and I have done a heavy research on both s24 ultra and 16 pro max. I know that s24 ultra display is higher resolution and brighter.

But the display units were totally different, the iPhones were looking so much much brighter than s24 ultras. Is that anything that I'm missing here or Apple is making display units with a brighter displays.