Business
Apple iPhone 15 to use Chinese BOE display instead of Samsung OLED
Since Apple switched to OLED panels with the iPhone X Series in 2017, it has relied on Samsung to source most of these panels. Samsung is a clear choice for Apple, the only reason being the second largest OLED panel manufacturer in the world, LG.
That changed in 2020 with Apple signing a small-scale Chinese company called BOE to manufacture displays for its lower-end iPhone 12. Although Samsung and LG continue to supply OLED panels to Apple, by 2023 BOE may eventually see an increase in the number of its displays designed for Apple.
It also meets the strict quality standards set by Apple, so its screen will end up among the top iPhone 15 Pro models in the future. Apple’s decision not to use BOE-made panels for top-tier iPhone 13 models has a lot to do with the fact that it has decided to use the iPhone 13 Series LTPO (low-temperature polycrystalline oxide) display technology.
While BOE is still improving its LTPO capabilities, we are unlikely to see BOE-made panels on top-tier iPhone 14 models in 2022. In fact, reports already suggest that the panels will mainly come on the top-tier iPhone 14 model. From Samsung with a small percentage supplied by LG.
According to a South Korean publication TheElec, BOE’s fame is likely to come in 2023. The company is reportedly constantly working to ensure that its OLED panels meet the quality standards set by Apple. It aims to capture a large stake from LG and Samsung that year and supply LTPO OLED panels for future iPhone 15 Pro models.
In addition to taking steps to improve its quality, BOE is also aggressively expanding and modernizing its production facilities. It has a completely new assembly line for making flexible OLEDs, which will open in 2023 in several stages.
Things look great for BOE in 2022 as well, with Apple expected to use nearly 50 million BOE-made panels for the iPhone 14 series. It’s 20% of Apple’s OLED requirements.
At current growth rates, BOE is likely to surpass LG Display and become Apple’s second-largest OLED panel supplier in 2022. And due to its tremendous growth, Samsung’s reputation as the largest iPhone display supplier may even become available in a few years.
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Samsung remained the king in the Q2 2024 market, but Apple and Xiaomi are getting closer. IDC market research data shows that Samsung led the worldwide smartphone market in the second quarter of the year and Chinese brands scored rapid growth.
According to IDC, Samsung sold 53.9 million devices in the second quarter. The company occupied an 18.9% market share internationally. The company has slightly improved its sales share up from 53.5 million units in the same period last year.
The data suggests that Apple ranked second in terms of global volume sales. The iPhone maker shipped 45.2 million devices in Q2, 2024. It captured a market share of 15.8%, a modest increase from 44.5 million shipments in the second quarter of last year.
Third comes Xiaomi. The Chinese brand saw massive growth in sales year over year. It had sold 42.3 million smartphones in the second quarter alone. It’s a big jump from 33.2 million units shipped in Q2 2023, becoming a potential threat to Apple and Samsung.
Apart from this, Vivo also recorded significant growth in the global market. The company’s year-over-year growth in Q2 was 21.9%, with sales listing 25.9 million units with a market share of 9.1%. The growth percentage shows that aggressive marketing and boasting competitive specs into devices is paying off.
Samsung, Apple’s game isn’t over…
Last week, Samsung launched its new foldable phones, releasing on July 24, 2024. Apple, on the other hand, is expected to launch new flagship iPhones in September. It means, Samsung will enjoy the third quarter as well. The fourth quarter might be of Apple as iPhone sales would sharply grow in the global market given the new lineup release.
Samsung is now preparing to unveil new FE products later this year, followed by the S25 series in early next year. Chinese brands are expected to debut their latest flagships in the last quarter of this year, while Google Pixel phones are also coming in August.
Samsung today announced provisional sales and profit results for the second quarter. Samsung formally announced the provisional/predicted sales and operating profit, suggesting a massive profit boom in Q2, 2024 given the AI memory semiconductor rise.
In Q2, 2024, Samsung sales provisionally increased by 2.89% and operating profit by 57.34% compared to the previous quarter thanks to AI boom. Besides, the sales climbed by 23.31% and operating profit by 1,452.24% compared to the same period last year.
The company expects sales of 74 trillion won and operating profit of 10.4 trillion won on a consolidated basis. While these results are not final, there won’t be much change in the final result when it comes out. Samsung had a pretty profitable period in the second quarter.
Samsung in Q2
- Consolidated Sales: Approximately 74 trillion Korean won
- Consolidated Operating Profit: Approximately 10.4 trillion Korean won
The Korean tech giant is currently facing yield issues in its second-generation 3nm process. The flagship Exynos processor is unlikely to be commercialized this year. It would lead the Mobile business to face additional burdens due to rising prices of Snapdragon chipsets.
Meanwhile, Samsung is focussing on HBM (high bandwidth memory) semiconductors. HBM is a key player in artificial intelligence servers and data centers. The booming AI market will directly benefit Samsung’s semiconductor business.
Samsung ranked first in market share in the global smartphone market in Q3, 2023. TrendForce report says that Samsung led the global Q3 smartphone market, recording a market share of 19.5%.
Overall production in the third quarter increased by 11.5% compared to the previous quarter to 60.1 million units. During the same period, Apple’s production increased by 17.9% to 49.5 million, thanks to iPhone 15.
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Third place was taken by Xiaomi (13.9%), followed by Oppo (12.6%) and Transion (8.6%). 6th place is Vivo (8%). Meanwhile, global smartphone production reached 308 million units, a 13% increase compared to the previous quarter and a 6.4% increase from the previous year.
Huawei’s re-entry into the flagship smartphone market targeting Apple has had a significant impact in China. Huawei is aiming to expand its high-end flagship series, focusing on the Chinese domestic market next year, so Apple “We plan to attack directly”.
// Source