Reasons for OLED switch: Apple will soon stop buying displays from Japan

Apple is about to switch all its iPhones to OLED display technology. At least that’s what the rumor mill claims, which believes that the iPhone SE 4, expected in the spring of 2025, will also be equipped with such a screen for the first time. This does not mean anything good for the supplier country: Japan will be completely wiped out for the first timeTokyo business news agency Nikkei Asia reports. Japan Display (JDI) and Sharp will then be removed from Apple’s supplier list. Both companies currently supply LCD screens for the iPhone SE 3.

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JDI and Sharp: From 70 percent share to zero

Just ten years ago, JDI and Sharp had a 70 percent market share for the iPhone. With Apple switching its premium models to OLED, this value has steadily decreased. All standard iPhones released annually are now equipped with OLED technology. These come either from South Korea (Samsung Display, LG Display) or China (BOE). Supply chain experts currently believe that Samsung Display has a market share of around 50 percent in Apple’s OLEDs for the iPhone, LG Display has around 30 percent. BOE supplies the rest – the Chinese apparently only care about the standard models.

The SE has always been a special feature for Apple because the model, which is intended for entry-level users, is sold for several years. The current SE 3 was released in 2022 and has been offered unchanged since then. It combines the older housing of the iPhone 6 to 8 generation, including the home button and LCD, with a modern interior (at the time of release). The iPhone SE 4 is now planned to adopt the form factor of the iPhone 14 – including OLED and Face ID facial recognition.

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OLED in more and more iPads and soon also in Macs

Apple first put OLEDs in the iPhone X, released in 2017. Organic light-emitting diodes first came to premium models, with all devices released each year, including standard versions, transitioning to the technology starting with the iPhone 12 in 2020. It was already clear to JDI and Sharp that their business with Apple would continue to shrink.

Both companies have so far been unable to deliver suitable smartphone OLEDs for Apple. However, JDI offers small, energy-saving screens that Apple uses for its computer watches. Sharp, in turn, is rapidly reducing its LCD business. Apple still has LCD screens in portable Macs and some iPads. The iPad switched to OLED for the first time this year with the 11- and 13-inch versions of the Pro M4. The same may happen with MacBook Pro devices next year. Apparently Apple has now given up trying to switch to micro-LED technology.

(B.Sc.)