Apple pressures primary OLED suppliers Samsung Display and LG Display for significant price reductions on panels for the upcoming iPhone 18 Pro Max. The company reportedly seeks a 20% price cut compared to previous generation displays.
Apple's negotiation directly responds to soaring costs for essential components, including memory and the next-generation 2nm processor. This trend is called "chipflation." Apple aims to offset a substantial increase in the iPhone's bill of materials. This protects its profit margins. The new display panels are more technologically advanced.