Global smartphone makers are increasingly adopting OLED displays - both flexible and rigid types - for more models this year, following the suit of Apple that launched its first OLED iPhone last year.
Evidence is mounting that the iPhone X is a bust. Others say the reason lies in the company's decision not to produce more iPhone X after the release of the new three models in late September this year. While only time will tell, Apple's latest victories have certainly become a nightmare scenario for Samsung who thought no one could ever challenge them on their home turf. This led to Reuters noticing that Samsung shares had fallen by as much as 2.3 percent following on from the news. For a supplier, the more components you can sell, the more profit you make.
Samsung has more skin in the smartphone game than most. According to new reports from Korea, the company might put its Infinity Display which made its debut with the Galaxy S8 on its mid-range smartphones.
Earlier this week we learned that Apple's iPhone X production cuts have left Samsung looking for more buyers of its OLED displays. Unofficially dubbed the iPhone X Plus, the smartphone is believed to keep the overall design of the current model but increase in both physical and screen size, replacing the iPhone 8 Plus in the process.
Samsung did not immediately respond to our request for comment and Nikkei's report did not cite specific sources.
Samsung Display, the panel-making unit of Samsung Electronics, now plans to make OLED panels for 20 million or fewer iPhones at the South Chungcheong plant in the January-March quarter, significantly lower than its initial goal of supplying panels for 45 million to 50 million iPhones, the Nikkei reported. The revised OLED panel production plan would reduce the output to roughly 60% of the original plan.
The problem is that OLED displays are expensive. Last week, Apple informed developers that all new apps submitted to the App Store must support the iPhone X's edge-to-edge display. At $110, it's estimated to account for almost a third of the iPhone X build cost.