One of the most frustrating and irritating aspects of today's smartphones is that the screen is too reflective. An antireflective or anti-reflection (AR) coating is an optical coating applied to the surface of lenses and other optical elements to reduce reflection.
2. The largest obstacle(s) that keeps us away from that milestone.
Today's anti-reflection technology makes use of a thin film on the surface of glass. Since it is a film, it tends to get peeled off, as shown below. Also, such a film has to avoid interference with touch-screen functionality of a smartphone.
This is a real technical challenge that requires serious R&D efforts. Texturing the glass surface with 3D pyramids in nanotechnology is the most promising approach.