Apple’s display suppliers Samsung Display and BOE are competing for the opportunity to supply OLED panels for the upcoming iPhone SE4, set to launch in early 2025. TheElec has learned that Samsung Display, BOE, and Tianma have submitted their price proposals to Apple, with OLED panel prices significantly lower than those of the iPhone 15 due to the use of recycled parts and legacy technologies.
Samsung Display proposed a unit price of US$30, while BOE offered US$35 and Tianma US$40. However, Apple is countering with US$20, and negotiations are still ongoing. The OLED panel for the iPhone SE4 is expected to be the same as those used in the iPhone 14 and iPhone 13, with both suppliers having secured sufficient yield rates for production.
It is anticipated that Samsung Display may use its existing iPhone 14 OLED inventory to meet the demand for the iPhone SE4, giving it a competitive advantage over its rivals. Additionally, the company will focus on producing OLED panels for the iPhone 15 and iPhone 16 series, allowing it to lower the OLED panel prices for the iPhone SE4 without compromising profits.
On the other hand, BOE, which has faced challenges in its iPhone OLED business, is in need of gaining more orders for the iPhone SE4 to offset its losses. The company missed an opportunity to increase its OLED panel production capacity last year, leading to Samsung Display taking more orders due to difficulties in producing hole-display for the standard iPhone 15 model.
Overall, the competition between Samsung Display and BOE for the iPhone SE4 OLED order highlights the significance of OLED technology in the smartphone industry and the strategic importance of securing orders from major smartphone manufacturers like Apple.
