Sina Technology News, Beijing time on the morning of June 16 news, according to “The Wall Street Journal” quoted informed sources, Apple is making a production plan for the next iPhone, and is ready to continue to use cheaper LCD screen (LCD). This shows that consumers are more sensitive to the price of smart phones.
Informed sources said that Apple expects the LCD version will occupy the majority of sales this fall, the ratio is higher than analysts expected. The company also plans to continue using this screen next year.
This production plan shows that the speed of conversion from LCD to OLED screen may be slower than many people expect. Apple used the OLED screen on the iPhone for the first time a year ago. However, analysts believe that the demand for iPhone X has not reached its initial expectations, mainly because of the starting price of up to 999 US dollars.
Apple declined to comment. However, the company said in an analyst conference call last week that the iPhone X was the highest-selling smartphone model in the first three months of this year. However, most iPhones still use the LCD. The most expensive iPhone 8 and 8 Plus start at $699 and $799 respectively.
2016-2020, Smartphone LCD and OLED shipments and future forecasts
The relatively high price of iPhone X is due in part to the OLED screen. Samsung Display is Apple's main OLED screen supplier, but its output has not surpassed LCD. LG Display may also supply some OLED screens for iPhones released this summer, but the company's output is also difficult to increase.
Market research firm IHS Markit estimates that the iPhone uses an OLED screen costing about $100, while LCD costs only $40.
IHS analysts expect the new iPhone to be released this fall to include two OLED models and one LCD model, all of which will look similar to iPhone X in order to bring a new experience to previous LCD users.
An industry expert who understands Apple's production plan said that the company initially wanted to develop a similar production plan for the two screen models of the iPhone, but because they expect consumers to prefer cheaper products, they are now preparing to produce more LCD models.
Since no backlighting is required, the contrast of the OLED screen is usually higher than that of the liquid crystal, which can provide a better visual experience.
The sale of more low-cost LCD models will limit Apple's ability to raise the average iPhone product price next year, which is also an indicator that investors are paying close attention to. Although the number of iPhones sold by Apple has not changed significantly, the average selling price for this fiscal year has increased by 13%, which has helped it increase its revenue. Analysts currently expect the average selling price next year to be flat this year.
Last month, Apple predicted that its iPhone revenue will increase by 14% to $38 billion in the fiscal quarter ending in March.
Informed sources from the supply chain also expect that Apple will include a liquid crystal model in its product plan for at least 2019, and not all OLED models will be sold because they want to provide consumers with cheaper options. As a result, the company may wait until 2020 or later to fully adopt OLED screens to wait for sufficient supplies.
In addition to Samsung and LG, Japan's JDI is also developing OLED technology, but it has not yet achieved mass production.
An Apple engineer said that the company has not yet discovered the obvious advantages of OLED screens over LCDs.
Market research companies also lowered their OLED shipment expectations because they expect Apple to adjust its release plan. However, analysts still expect that the usage of OLEDs will continue to grow, but only at a slower pace than before. The main reason is that such screens can give smart phone manufacturers more design freedom. (books)