iPhone XR - line of dead pixels slowly extending from right edge of screen

Not sure if anyone has encountered this weird phenomenon.

My iPhone XR started having a line of dead pixels which progressively stretched from the right edge and eventually reached the left edge after some hours.

What was even more surprising is that after reaching the left edge, the next line of pixels immediately above it started doing the same.

Probably display hardware showing signs of progressive failure?

Doing hard reboot doesn’t help. The line actually shows up in the Apple logo screen.