Apple’s iPhone 17 Pro. (Photo: Apple)
Apple is strongly demanding lower display panel prices as rising memory semiconductor prices push up the cost of building iPhones.
According to industry sources on July 24, Apple has proposed a price of about $70 for organic light-emitting diode (OLED) panels for the iPhone 18 Pro Max, which it will unveil this year. The industry estimates that Samsung Display and LG Display are supplying the panels at an average of $66.5, even lower than that figure. That is about 20% below the previous model.
iPhone OLED prices have fallen with each new product in the past as well. Depending on supply timing and conditions, iPhone 16 Pro Max panels at times exceeded $100, but fell to the $80 range for the iPhone 17 Pro Max. Panels for the iPhone 18 Pro Max are about 20% lower than that. On top of the usual generational price decline, the size of the reduction has grown this time, according to industry officials.
Notably, the OLED panels for the iPhone 18 will use M16, the latest organic material set, which improves luminous efficiency, lifespan and color characteristics. Panel makers must adjust process conditions and stabilize yields to suit the new material. Product specifications and production difficulty have risen, yet prices have instead fallen.
Rising memory semiconductor prices have worked as a negative factor, as smartphone makers seek to absorb the cost increase by cutting procurement costs for other components such as displays and camera modules.
Samsung Display President Lee Cheong said on July 22 at K-Display 2026 that “this year is extremely difficult because of chipflation,” adding that “very strong pressure is coming in to lower component and display prices.” LG Display President Jeong Cheol-dong also said of the pressure to cut prices that the company is “being affected to some degree,” but that it is “at a manageable level because we are pursuing cost innovation.”
According to market research firm UBI Research, Samsung Display is expected to supply 46 million OLED panels for the bar-type iPhone 18 this year, comprising 2 million for the standard model, 18 million for the Pro and 26 million for the Pro Max. LG Display’s expected volume is 41.09 million panels, made up of 1.09 million for the standard model, 19 million for the Pro and 21 million for the Pro Max.
“Apple is demanding steep price cuts from panel suppliers on the grounds of rising memory prices,” an industry official said. “Supply prices are falling even for high-specification products using the latest organic materials, so panel makers’ second-half earnings will vary depending on supply volumes, yields and the extent of cost reductions.”
