RESOLVING THE LEDGER
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Aerospace & Defense Who Says American Airlines Can’t Be A Premium Airline? Change Is Here. By Ted Reed ,
Forbes contributors publish independent expert analyses and insights. Charlotte-based reporter Ted Reed covers airlines and airline labor. Follow Author Aug 18, 2026, 09:00am EDT Aug 18, 2026, 09:55am EDT --:-- / --:-- This voice experience is generated by AI. Learn more . This voice experience is generated by AI. Learn more . Summary American Airlines has been lambasted for not following Delta and United in offering premium enhancements. But today the airline announced plans to install state-of-the-art seatback screens on its narrowbody aircraft and to boost legroom as well.
American Airlines, now rushing to reassert its status as a premium airline, says it will move to install seatback screens at every seat and to boost its premium seating.
In both categories, American will seek to catch up with Delta and United, which do not tire of calling themselves the two premium U.S. airlines.
“We’re making one of the most significant investments in the onboard experience in our history,” said Heather Garboden, American’s chief customer officer, in a prepared statement. The amount of the investment was not disclosed.
“These enhancements will give our customers more ways to relax, stay connected and enjoy their journey,” she said.
American is essentially conceding that it made a mistake when it began to remove seatback screens in 2017 as part of an effort to reduce weight on its aircraft. It assumed that passengers would be satisfied with personal device screens they brought on board. The decision seemed to symbolize American’s effort to focus on lower costs rather than passenger experience.
It took a while , but American has changed course.
The carrier said Tuesday that it will install state-of-the-art seatback screens on all new Airbus and Boeing narrowbody aircraft deliveries starting in 2028, as well as on existing aircraft, which are being retrofitted with more higher legroom seats as well as the screens. American already has seatback screens in about 140 widebody aircraft.
The new screens will be “among the largest displays offered on narrow body aircraft in North America” and will offer “stunning picture quality, seamless connectivity and will enable new personalized content” the carrier said. It will “roll out the new displays as quickly as possible with full fleet installation expected to be complete by early next decade.”
As for higher legroom/premium seats, American said that “in the coming years,” it will increase their number on its narrowbody aircraft to 40% from 25%.
The Airbus A319s and A320 fleets are currently being retrofitted and the A321 neo fleet will then be retrofitted. Upcoming deliveries of Boeing 737 MAX 10 aircraft will have 24 first class seats.
Of course, Delta and United have similar efforts underway, and they are ahead of American because they started sooner.
Garboden took over as American Airlines senior vice president/chief customer officer in February 2025. Last week, she was promoted to be one of 13 members on American’s senior leadership team.
Garboden presided over a partnership with AT&T announced in April 2025. The companies agreed to provide free, high-speed inflight Wi-Fi for American Advantage members starting in January 2026. “That was not in the works before I got there,” she acknowledged in a Forbes story in April 2026 .
Asked at the time whether American would add seatback screens, she said “Stay tuned.”
During Garboden’s 17 months in her role, American has also rolled out better coffee and better champagne, more airport clubs and lounges, and improved bedding on premium seating to London. These upgrades are also in keeping with industry trends, but American was once perceived to be behind others.
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