Apple could secure a major price reduction in the OLED display used in the iPhone 18 Pro Max. However, the savings may not translate into a lower retail price for consumers.
The company is reportedly negotiating with Samsung Display and LG Display to reduce the cost of OLED panels for its upcoming flagship. Apple has proposed paying around $70 (approximately AED 257) per panel. The final price could settle at around $66.50 (approximately AED 244). This is a 20% decline from the estimated panel cost for the iPhone 17 Pro Max.
The proposed reduction stands out because the iPhone 18 Pro Max display is expected to use Samsung Display’s newer M16 OLED material set. This can enhance luminous efficacy, panel longevity and colour performance of the iPhone’s screen.
Generally, the introduction of a new technology implies increased manufacturing complexity. Nevertheless, Apple is trying to leverage its bargaining position and secure reduced prices amid increased expenses in other parts of the supply chain. The cost of production for some iPhone 16 Pro Max panels can exceed $100 (approximately AED 367). Additionally, the panel for the iPhone 17 Pro Max can stand at $80 (approximately AED 294).
The new price drop comes as memory prices continue to put pressure on smartphone makers. Strong demand from AI data centres has tightened the supply of memory components, raising costs for devices across the industry.
Apple is trying to reduce some pressure by negotiating lower prices for other components, including displays. The strategy helps to limit the impact on its margins, but it may not be enough to prevent a price increase.
Looking ahead, Apple could raise the price of the iPhone 18 Pro and iPhone 18 Pro Max. Experts suggest that the increased price could be $300 (approximately AED 1,102). The tech giant has yet to make any official final pricing. The takeaway is straightforward: a cheaper OLED panel does not necessarily mean a cheaper iPhone.
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