Component costs are rising - memory prices have been high for a while, and now other component vendors are also raising prices. One example is Qualcomm that announced yesterday that it is raising its chip prices by "double digits". This puts a strong pressure on device makers, including smartphone makers, to try and find ways to cut costs in other components.
According to industry reports, device makers, including Apple, are reaching out to OLED display makers, pressuring them to reduce costs. It is said that Apple has reached out to Samsung Display and LG Display (Apple's exclusive suppliers of its 2026 device OLED panels) and asks for a 20% price drop for the iPhone 18 Pro and iPhone 18 Pro Max AMOLED displays.
Apple reportedly aims to have a target price of $70 for the iPhone 18 Pro Max AMOLED display, and may even achieve a price of $66.5 from Samsung and LG - which will be a 20% reduction from what it paid for the iPhone 17 Pro Max in 2025. And the iPhone 18 Pro AMOLED display will actually use a newer, and higher-performance OLED stack compared to the previous panel (Samsung's M16 OLED stack).
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