You can have professionally applied an anti-glare film on the screen.

The application is perfect and resilient, and although it's "not the same", I will never ever go back to a glossy screen.

So, Apple used to ship the matte screen as standard, and upsold the glossy one as "movies! colours!". Then they shipped the glossy screen as standard, and upsold the matte one as "no glare!"...

They realized they were monetizing the wrong way. Make customers pay for a better customer experience always rubs me the wrong way.

We're the odd folks out in wanting the matte screens.

Glossy looks way better in stores (especially since Apple controls the lighting to make glare incredibly unlikely) and in pretty much any case where you do not have direct light. It's what the public wants.