Alaska Airlines puts seatback screens only in premium cabins on 737 MAX

Alaska Airlines has outlined the next phase of its passenger experience plans, focused largely on the front of the aircraft. The centrepiece is its Aurora layout for the 737 MAX, which the carrier describes as the first single-aisle aircraft with inflight entertainment screens built into the seats.

The screens, supplied through Panasonic Avionics' Astrova platform, will only be installed in the Aurora business class and Premium Reserve premium economy cabins. Passengers elsewhere on the aircraft will not get them.

Splitting cabin fittings this way is unusual. Copa Airlines divides its cabin equipment between economy and business class in a similar way and may be the only other carrier doing so.

Asked about the decision, Alaska executives gave differing explanations, none of which on its own appeared to settle the question. Chief commercial officer Andrew Harrison said during a media day question and answer panel that the airline had looked at making sure the premium experience was there, a remark that initially suggested a deliberate push to separate the cabins. Talks later in the day indicated that was not quite his meaning.

President and chief financial officer Shane Tackett pointed instead to seat certification and the time needed to bring the product to market. Delivering on the programme as a whole mattered more to the airline, he said.