In response to rising component costs, Apple is negotiating reduced prices for OLED panels from Samsung Display and LG Display, as it prepares to launch the iPhone 18 Pro with advanced LTPO+ technology and potentially higher prices in the US market.
Apple is seeking lower prices from its OLED suppliers for the iPhone 18 Pro range as it tries to offset a wider jump in component costs driven by shortages in memory chips, according to reports from DealSite and MacRumors. The Korean publication said Apple is negotiating with Samsung Display and LG Display for panels at a substantially lower price than those used in the iPhone 17 Pro Max, while industry estimates cited by MacRumors put the target near $70 a panel.
The reported price pressure comes as chip supply remains tight, pushing up the cost of RAM and other memory parts used in smartphones and a range of consumer devices. That has forced Apple to look for savings elsewhere in the bill of materials, even as the company prepares a more demanding display specification for its next premium models. The Elec has reported that the new panels will require a more complex production process, and that Apple plans to use Samsung Display’s latest M16 OLED material set to improve luminous efficiency, durability and colour performance.
Apple’s push also reflects a longer-running trend in iPhone display pricing. DealSite said OLED panel costs have fallen steadily over successive generations, leaving suppliers under pressure to protect margins while still meeting Apple’s purchasing terms. The same report said Samsung and LG are now facing similar pricing for the iPhone 18 Pro family, narrowing a gap that once saw LG command higher prices than Samsung. Reports from MacRumors and other tech outlets also indicate that Apple intends to rely mainly on Samsung Display and LG Display for the premium-tier panels.
The iPhone 18 Pro line is also expected to adopt LTPO+ display technology, an upgraded version of the low-temperature polycrystalline oxide panels used in current models. According to reports cited by MacRumors, LTPO+ extends oxide use to more parts of the display circuitry, allowing finer control of current flow and better power efficiency. UBI Research has projected that Samsung Display will supply 46 million OLED panels across the iPhone 18 line, while LG Display is expected to provide 41 million, underscoring how central the two South Korean suppliers remain to Apple’s next flagship launch.
Even if Apple secures the lower display prices it wants, analysts still expect the iPhone 18 Pro to become more expensive in the United States. Reports cited by MacRumors suggest starting prices could rise by $200 to $300, with the Pro model potentially reaching $1,400 and the Pro Max $1,500. Apple increased prices for some Mac, iPad and smart-home products in June, but has not yet raised iPhone prices, leaving room for further adjustment when the new range arrives.
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