iPhone 18 Pro Max (Image Source: GSM Arena)
Samsung Display and LG Display sequentially received final qualification approval for OLED panel modules for Apple’s iPhone 18 Pro and iPhone 18 Pro Max from last week. Both companies are expected to supply panels for the iPhone 18 Pro and Pro Max, although Samsung Display is understood to account for a relatively larger share of the supply volume.
Apple has traditionally launched new iPhone lineups centered on four bar-type models. However, for the iPhone lineup scheduled for release in September 2026, Apple plans to reduce the number of bar-type models to two and add one foldable iPhone model. The foldable OLED panel will be supplied exclusively by Samsung Display.
Second-half shipments of the iPhone 18 Pro and iPhone 18 Pro Max are projected to reach around 85 million units. As both models belong to the premium lineup, they are expected to adopt high-end panels using LTPO OLED technology.
Until now, OLED panel prices for Apple’s iPhones have generally been highest for Samsung Display, followed by LG Display and BOE. However, the pricing conditions identified for the iPhone 18 Pro series indicate that LG Display’s panel price is slightly higher than that of Samsung Display.
Samsung Display is expected to maintain its lead in supply volume, but LG Display’s participation in supplying panels for all Pro series models is likely to make the competitive landscape within Apple’s premium OLED supply chain more complex.
Junho Kim, Analyst at UBI Research (alertriot@ubiresearch.com)
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