San Diego chip shop Qualcomm plans to launch a new display technology which mimics the way butterfly wings reflect brilliant colours.
According to The LA Times, the display works by reflecting ambient light using tiny mechanical systems rather than power-hungry backlights. Which all means that you won't be able to use it in a darkened room, but then you can't read a book in the dark either.
Qualcomm reckons the new display is up to 18 per cent more efficient than current monochrome e-ink displays, which is pretty impressive.
Because of the mechanical nature of the tech, it's unlikely to be much use for watching movies, but the screens are very much aimed at the digital reader market.