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I just tried to use my iPhone on direct sunlight. It does not look stunning. It is barely usable.

I agree, I'd rather not have to turn the brightness up to 100% so that my battery life drains faster to be able to view my phone in direct sunlight.

My OnePlus phone in direct sunlight not only pushes the physical OLED brightness to the max, but seems to also apply some filter to the image that makes dark colors brighter, e.g. a dark gray keyboard almost turns into lighter gray. Does help with visibility.

Turn 180° and the problem is solved.

I'm personally fine without color on a device I can use outdoors. Text don't need to be colored to be readable. I tried to work on a laptop outdoors - even in shadow in sunny weather I had to set brightness close to maximum which drains battery too fast.

It's in color. It just appears more black and white when in direct sunlight.