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 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.