A portable electronic device holder incorporated in a seatback of a passenger seat. The device holder includes a shelf and a release latch arranged to hold the respective bottom and top edges of a portable electronic device for hands-free use. The latch holds the shelf in a stowed position flush with the seatback and releases to allow the shelf to rotate away from the seatback for use. The shelf is positioned apart from a tray table, when present, so that the device holder and tray table can be deployed and used at the same time.