Apple Seeking OLED Display Price Cut From Samsung Amid Rumors Next iPhone X Will Start at $899

Tuesday April 24, 2018 5:56 AM PDT by Joe Rossignol
Apple wants to reduce the price it pays Samsung for OLED displays used in current and future iPhone X models, according to DigiTimes.


The report, citing industry sources, claims Apple is requiring Samsung to lower its price to $100 per panel, down around 9.1 percent from the $110 that research firm IHS Markit estimated the iPhone maker paid in 2017.

Rather confusingly, the report first says Apple is negotiating with Samsung about the revised price, but later says it is a requirement.

If the price cut is indeed being forced upon Samsung, then Apple likely feels confident in its ability to secure OLED displays from LG as a second supplier, and is thereby benefitting from diversifying its supply chain and making its suppliers compete against each other on price in an effort to win millions of orders.

LG is widely considered to be ramping up its OLED display production capabilities in hopes of securing orders for Apple's next-generation iPhone lineup, but a recent report claimed mass production challenges have caused the company to fall behind schedule. It's unclear if those issues have been resolved.

Apple is expected to purchase up to 100 million OLED displays from Samsung in 2018, to be used for the current iPhone X, in addition to a second-generation iPhone X and so-called iPhone X Plus expected to launch in 2018.

Price cuts to the display and other components would help Apple lower its bill of materials for the iPhone X and future models, and the savings could potentially be passed on to customers. RBC Capital Markets analyst Amit Daryanani, for example, believes the second-generation iPhone X will start at $899, down from $999.

No doubt, Apple's own bottom line also stands to benefit from reduced production costs, so these negotiations are most likely par for the course.

Tags: Samsung, digitimes.com, OLED
71 comments


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gsmornot
16 weeks ago
I'm seeking price cuts too.
Rating: 18 Votes
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NexusUser
16 weeks ago
Yeah, because Apple is well known for passing savings on to their customers :rolleyes:
Rating: 15 Votes
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dmylrea
16 weeks ago
So, let me get this straight...Apple demands that Samsung make LESS profit on the OLED displays so that Apple doesn't have to make less profit because they choose to lower the price of the phone?
Rating: 8 Votes
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Chupa Chupa
16 weeks ago

Apple shouldn’t cut the price of the flagship device. Any savings should be invested in new innovations, R&D, and giving some money back to loyal investors.


Right because Apple is cash poor and hurting for new R&D dollars. And, as an AAPL owner myself, we are don't own out of "loyalty." Stock ownership is not an emotional game. It's about making a good return. One doesn't own shares in a public company out of loyalty, friendship, belonging. It's not a club. As far as gains go we shareholders don't have that much to complain about even if the dividend is low. Certainly it's more than, say GOOG.

Apple wants to sell it's flagship product. If it's overpriced that's not happening. And that is not good for "loyal" shareholders.
Rating: 6 Votes
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Chupa Chupa
16 weeks ago

Why cut the retail price if sales are strong?


Who said sales were "strong." Have not read that anywhere. Sales are decent enough for Apple to increase revenue, but only because X costs more. Everything I've been reading points to X sales having popped at launch then steep decline to current plateau. Some kind of value adjustment seems appropriate, either cut in price in added value in phone. Personally I think Apple got a tad greedy in how sold the X. I think it would have been a bigger hit if the entry level was 128GB, not 64. Apple played a game of chicken here and a lot of consumers put on the brakes not wanting to pay MacBook prices for a phone.

I bit because I was curious enough. I like my X but, honestly, is is worth the $1300 I paid. Nope. Anyone who thinks it is a fool. Apple has to find another way to increase revenue.
Rating: 6 Votes
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drewyboy
16 weeks ago

I hope these demands are not met so our next iPhones have less crappy Samsung components. The goal should be Samsung-less iPhones within a few years. Stop giving those rip off merchants our money.


"rip off merchants" that make a good number of the best components in their categories. Samsung makes quality components, no way to get around that fact.
Rating: 4 Votes
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kdarling
16 weeks ago

Would it kill Apple to open their own factory to just make displays overseas?


Yes, it would :)

No way will Apple get their hands dirty by actually owning factories full of cheap workers and hazardous materials.

It would mean they couldn't make PR claims about being green and caring and all that.

That's why they invest money in such places without asking for actual ownership. Avoiding responsibility is the name of the game, especially when demanding lower profits and higher output from suppliers.
Rating: 4 Votes
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Bswails
16 weeks ago
The OLED screen is beautiful..however Apple can do more to iOS to make it worth the price..system wide dark mode would help..otherwise I’m on the fence about buying another OLED iPhone.
Rating: 3 Votes
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tkukoc
16 weeks ago
Unless my current phone breaks, I am not even bothering with new models. Just don't see a reason anymore of yearly upgrades. Hardware changes have been small, software changes have been even smaller. I love Apple but the magic of yearly releases is definitely gone. Should take a year off and put more thought into the designs before starting up again. A price drop passed onto customers would help but then again it's all in your minds when you look at the past releases and see you need more accessories than ever when it comes to Apple products.. more accessories = more cost.
Rating: 3 Votes
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MysteryMii215
16 weeks ago
So does that mean that the rumored iPhone X (or whatever they're going to call it) Plus is going to begin at $999?
Rating: 2 Votes
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