LG Display and Samsung Display Compete for iPhone 16 OLED Orders
2024-08-06
As Apple Inc. plans to launch the new iPhone 16 series in the second half of 2024, the competition between South Korea's two major panel manufacturers—Samsung Display (SDC) and LG Display (LGD)—is becoming increasingly fierce. This competition is not only about market share but also about the leadership position of the two companies in the global OLED market.
Background
Apple's new iPhone series has always been a benchmark in the high-end smartphone market, with a huge demand for OLED panels. With the continuous advancement of technology and consumers' pursuit of high-quality displays, OLED panels have become the preferred choice for high-end phones due to their excellent display effects and energy efficiency. Therefore, becoming a supplier for Apple not only means a huge order volume but also a recognition of its technical strength.
Competition Situation
According to the latest reports, Samsung Display and LG Display are actively vying for OLED orders for two high-end models in the iPhone 16 series. Samsung Display demonstrated expectations for market competition in the second half of the year during its Q2 2024 earnings call, believing that the launch of new products by major customers, especially the demand for AI smartphone upgrades, will drive the company's revenue growth.
SDC's Customers and Products
Samsung Display's main smartphone customers include Samsung Electronics and Apple Inc. Samsung Electronics is expected to launch the Galaxy Z Fold6 / Flip6 series of folding screen phones, with their OLED panels to be exclusively supplied by Samsung Display. As for Apple's iPhone 16 series, especially the Pro and Pro Max high-end models, their OLED panels will be co-produced by Samsung Display and LG Display.
In 2023, Samsung Display supplied about 1.5 to 1.6 billion OLED panels for the iPhone, including the iPhone 15 series and other older models. LG Display, on the other hand, shipped 52 million panels, a figure that is expected to see significant growth in 2024.
LGD's Opportunities and Challenges
LG Display faced some challenges in the initial stage of its mobile OLED business, but the company stated that from 2024 onwards, it will be able to continuously produce and deliver products according to customer demand. LG Display expects to achieve significant improvements in revenue and profit in 2024. Moreover, due to the timely acquisition of Apple's OLED certification for the iPhone 16 series, the industry estimates that LG Display's OLED shipments for the iPhone in 2024 may increase by about 10 million panels.
Conclusion
This competition is not only a test of the technical strength of the two companies but also a challenge to their market strategies and customer service capabilities. As the smartphone market continues to develop, the demand for OLED panels will continue to grow. Who will win in this competition between Samsung Display and LG Display will have a profound impact on their future development. We will wait and see who will gain an advantage in this high-end market competition.
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