I wish that were true; for example, https://www.apple.com/iphone-14-pro/

> A display that’s up to 2x brighter in the sun.

if you click the arrow to look more, it elaborates

> For those bright, sunshiny days, the Super Retina XDR display now reaches a peak of 2000 nits outdoors — that’s twice as bright as before

whereas "up to 2x brighter" ought to mean (according to you, and my wishes) thrice as bright. If you look through the rest of the marketing copy, Apple consistently uses such language.