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Samsung Display and Apple canceled their 10.86-inch iPad OLED display project
Apple was reportedly worked with Samsung on the tablet’s OLED panel. That came as no surprise as Samsung is a leading provider of OLED displays. However, there seems to have been a change in strategy.
According to the latest info, Apple and Samsung Display have canceled their joint project to make a 10.86-inch OLED iPad. The tablet was originally scheduled for launch in 2022 and would be Cupertino’s first iPad to play OLED panel.
The project has been suspended due to a single OLED panel stack structure or profit issues or both. Single stack refers to a widely used OLED panel building where a red, green, and blue layer forms a single layer of extraction.
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Apple has requested the creation of two stacks instead of the OLED panel it wanted to use on its iPad. The structure holds two layers of red, blue, and blue discharge in one place. This doubles the brightness and increases the life of the panel by up to four times.
Apple has been looking for this as tablets are often used longer by consumers than smartphones. Without the request, Samsung Display has suggested the formation of a single stack. The manufacturer of the display panel, the largest OLED panel manufacturer in the world, so far has only one stack structure designed for sale.
Apple has continued to insist that two stacks are being built, people say. The LG Display currently operates a two-stack structure on its OLED panels aimed at the automotive market. But the company currently has limited production capacity when it comes to OLED panels for IT systems.
Technology Apple plans for its two OLED iPads, one of which is likely to be 12.9-inch size introduced in 2023 or 2024 is also different from the one designed for the 10.86-inch OLED iPad.
Apple plans to both use a two-stage design and a thin-film transistor (TFT) low-temperature polycrystalline oxide (LTPO) for two OLED iPads. With the 10.86-inch OLED iPad, it was a low-temperature TFT polycrystalline silicon (LTPS).
This means that Samsung Display would have to change its production lines from the original OLED iPad to two OLED iPads which will later introduce the switch from LTPS to LTPO. This requires a production line for a cost-effective reset. Samsung Display is already experiencing difficulties in increasing the yield rating of 10.86-inch OLED panels, which will take some time.
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”.
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In Q3 2023, Samsung and Apple’s market share slightly declined, while an underdog Chinese phone brand appeared on the top 5 chart. In a recent development, Canalys published market research data for the third quarter, revealing Tanssion as the fifth best-seller globally.
According to the info, Samsung and Apple lead total sales with 20% and 17% market share, yet both have fallen from their 22% and 18% levels in 2022. However, Tanssion, the maker of Tecno, Itel, and Infinix phones, climbed from 6% global market share last year to 9% in 2023, a 50% jump.
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Apart from this, Xiaomi matched last year’s share only by “recovering” from a terrible first half of 2023. At the same time, OPPO has fallen steadily over the past two years, while fellow BBK brand vivo lost the top-5 slot it’s owned for years.
Overall, the global smartphone market underwent a slight drop of 1% in Q3 2023. Bolstered by regional recoveries and new product upgrade demand, the smartphone market recorded a double-digit sequential growth in Q3, ahead of the sales seasons.
Recently, research agency Counterpoint Research published their latest analysis. The report reveals that Samsung continued its leadership in the third quarter of 2023, while Apple remained in the second spot. However, both OEMs faced a decline of 1 percent year over year.
According to CR, slower consumer demand is the main factor in the dwindling sales. The market did see a slight 2 percent growth in Q3 compared to Q2, likely driven by last month’s iPhone 15 series launch. Samsung secured 20 percent market share, while Apple grabbed 16 percent sales.
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The Galaxy A-series was the key driver for the South Korean smartphone maker. Apple came in second with 16 percent of the market while Xiaomi rounded out the top three with its 12 percent share. Oppo (10 percent) and vivo (8 percent) were the remaining brands in the top five charts.
The newly released iPhone 15 series will help Apple score a lead over Samsung in the fourth quarter of the year. The results will arrive by early next year, and it’s expected that the US phone maker could surpass Samsung. Major camera upgrades and USB-C helped Apple register strong sales.