All along, Apple's rumors of OLED screens for the iPhone have not stopped, but until this year's latest iPhone 7 series, Apple is still "sticky" to use the LCD display, but in the color space has improved.
However, several sources have pointed out at the same time that Apple has decided to provide an OLED display for the iPhone next year.
The OLED display, as the next-generation dominant display, enables electronic devices to produce brighter, clearer images with less power consumption than traditional light-emitting diodes (LEDs) and less than today's liquid crystal displays (LCDs). And since the pixels themselves can emit light, no separate backlight is needed, so they can be made lighter and thinner. Apple can use this to further reduce the thickness of the fuselage, which is consistent with Apple's pursuit of light and thin, and not only that, OLED screen can be more power-saving, which has always been in the battery is not "ample" For Apple, it is also a great temptation.
With the Android camp flagship have begun to adopt OLED, iPhone has always been proud of the leading position in the display effect has ceased to exist, Apple must start to take action, and as the industry benchmark, Apple's move is very It may inevitably lead to three major influences.
International: Samsung's capacity constraints, OLED market or reshuffle
The latest statistics in the second quarter of 2016 show that at present, Samsung has achieved shipments of 98 million units in the OLED panel market, which has increased to 81.5% year-on-year. From the global market, Samsung has already controlled 99% of smart phones. OLED screen market. Samsung is currently the most outstanding OLED screen supplier in terms of capacity and quality in the world, and it is also the only manufacturer in the industry that has the ability to mass-produce OLED panels. However, taking into account the huge shipments of Apple’s mobile phones, it is difficult for Samsungs to digest such More OLED orders. After all, Samsung’s own smart phones also use OLED panels. In this case, Samsung will definitely ensure the supply of OLED panels for their own mobile phones.
Of course, with Apple's control over the supply chain and bargaining power, Apple could not make its biggest competitor become its own largest supplier, so this time the order will be dispersed to different suppliers.
According to relevant reports, Apple's first-round orders for next year will be 100 million yuan, but Samsung can only provide part of it during the 2017 holiday shopping season. The rest are handed to three other suppliers: Sharp, Japan Display, and LG Display.
You know, these three companies have actually fallen behind Samsung on the OLED phone screen. Among them, the OLED screens of Sharp and Japan's monitors are still in the testing stage and they are scheduled to be put into operation in 2018. Sharp president Dai Zhengwu previously stated that Sharp's OLED production line has already set up a factory in Japan. If important customers require OLED production lines to be manufactured in the United States, they can also produce. Sharp decided to invest in the advanced OLED production line at the end of September and plans to start operations from April to June 2018.
The LG monitor is currently lagging behind in the development of mobile phone OLED screens. LG Display CEO has said that compared with the large-size OLED screens used for TVs, they have appeared to be late on the small-size OLED screens.
JDI is one of the major suppliers of Apple's LCD screens, and 54% of the company’s revenue sources depend on Apple. If Apple abandoned the LCD screen in the future, it would have a huge impact on JDI, and the company would have to turn to OLED production.
In other words, although Samsung can whine most of Apple's orders this time, it actually gives other manufacturers a chance to chase. To know that a technology can be promoted, there must be a huge market demand before Apple's order is undoubtedly the source of this demand. The traditional display manufacturers such as JDI and Sharp have decided to make efforts on OLED because of Apple's huge orders. To know that the development of OLED is a big investment. Samsung's R & D and expansion of OLED this year, it is worth nearly 10 billion US dollars, LG Display also plans to invest nearly 3 billion US dollars in the next three years to expand production of mobile phone OLED panel. Japanese Sharp, led by Hon Hai, needs to invest more than US$5 billion to supply enough OLED panels to Apple.
The cost is so great. Naturally, they all believe in Apple's ability to digest orders. This time, Apple's orders did give LG, Sharp, and JDI a boost in OLED.
Of course, this strategy is inseparable from Apple’s strategy of “dividing the enemy into oneâ€. According to relevant media reports, JDI invested 170 billion yen in the construction of a six-generation panel production line last year, and a considerable part of this funding came from Apple. In other words, Apple also does not want to see a single major situation in the supply chain.
(Image from the internet)
Domestic: Mobile phone manufacturers are afraid of stock crisis, panel makers have a chance to rise
In the past few years, domestic mobile phone brands have become more and more popular for their own flagship mobile phone with an OLED screen and used it as a selling point.
But this brings a problem, that is, the production capacity of the product is severely restricted by such OLED panel suppliers as Samsung. When Samsung's own good product rate is not up to standard, it will suffer a lot of mobile phone manufacturers. Samsung launched the first Galaxy S6 Edge mobile phone with a hyperbolic flexible OLED display in 2015. However, due to the influence of yield, the product is in short supply and shipments are limited. After the release of Huawei Ascend P1, due to the Samsung OLED screen capacity problem, P1 sales have not been affected.
When HTC Desire sold hot, it was even met with Samsung's "backside sickle." The Android flagship that originally used Samsung AMOLED was replaced by the Sony SLCD in the latter half of the life cycle. At that time, the reason given by Samsung was that "the production capacity of AMOLED was insufficient." However, in 2013, HTC publicly condemned Samsung's use of its superior parts suppliers to suppress HTC, which is a typical unfair competition. This is one of the reasons why Samsung was able to defeat HTC as an Android leader.
It is not difficult to infer that when the supply of OLED screens next year is “cutting off†by Apple, for domestic mobile phone manufacturers, the blow is actually quite large. Not only that, smart phone brands are rushing to develop AMOLED products under the influence of Apple, and the production capacity of OLED screens will be tighter.
However, on the other hand, for domestic OLED screen manufacturers, this is a good opportunity to expand the scale and production line. OPPO, Vivo, and Huawei mobile phone makers have jointly invested in the screen supplier Flexo Technology to break away from the existing OLED screen supply chain.
In addition to increasing investment in Rouyu, the report also stated that BBK has also established an independent subsidiary that focuses on screen production. However, this subsidiary is not large in scale and is expected to be sufficient for 2017-2019. Produces approximately 60,000 OLED screens.
Considering the situation that Apple may compete for OLED panels after the market is out of stock, the domestic panel makers BOE, Huaxing Optoelectronics, Tianma, etc. have all started to build new OLED panel factories or convert existing traditional LCD production lines into OLED factories. The sixth-generation flexible AMOLED (active-driven OLED) panel line that BOE will build in Chengdu at the end of the year will achieve mass production. It will be able to reach volume production in October 2017. This is the first domestic and second global flexible AMOLED production line. . Domestic panel makers gradually accelerated the pace of catching up with OLEDs.
It can be seen from this that Apple's “cross-legged†has pushed the production of domestic OLED panels into a new era. The giant Baotuan, the transformation of the traditional panel factory, shows that Apple intends to use OLED stimulation. In the short term, for domestic mobile phone manufacturers, they will face the problem of shortage of OLED screens, but in the long run it will be beneficial for domestic panel makers to exert pressure on OLEDs to break the status of industry monopolies like Samsung. Enhance the independent OLED panel's right to speak and ultimately achieve deep integration in the supply chain.
Industry: Stimulated by Apple orders, OLED scale and technology will achieve a great leap forward
Apple's use of OLEDs has a positive effect on the entire industry. It is undeniably that although Apple's requirements for the supply chain are almost harsh, such demand is always guaranteed in terms of product quality.
Apple's demand for display performance is almost the highest in the mobile phone brand. Not only pioneered the concept of "retina" screen, but also has been leading the industry in color accuracy.
The LCD display technology previously used by Apple not only has many breakthroughs in panel manufacturing technology, but also has matched depth-optimized drive IC technology, GPU drive technology, etc. These are leading technology fields in the industry.
Once Apple decides to adopt the OLED display, it will inevitably improve on the standard. At least, the poor quality panel that Samsung supplies to other mobile phone manufacturers will not be adopted by Apple. This requires Samsung and LG, Sharp, and other suppliers to make greater efforts in the development of display technologies. The efforts of these giants are bound to make OLED technology further.
Apple's huge orders this time not only prompted a lot of panel makers to transform, at the same time as the industry benchmark for the mobile phone market, Apple's every move has also been the industry's attention. Although using OLED screens is already somewhat late compared to many mobile phones, once Apple enters, many waiters in the industry will surely follow suit. This is of great significance for the expansion of OLED production scale.
According to Fan Bojun, senior research manager of WitsView, the research organization, the production area of ​​active organic light-emitting diode (AMOLED) panels in 2017 is expected to grow to 8.9 million square meters, which is about 46% year-on-year. The major demand comes from Samsung and Apple.
OLED began its development in the 1980s and began to be commercially used in the 1990s, but it has only been used on mobile phones since the last decade. In the past few decades, Samsung's research and development efforts on small-size OLED screens is the reason why this display technology can now be widely used on smart phones. Samsung also has reason to enjoy the OLED screen for the past decade. Dividends come.
However, with the addition of Apple, Samsung had to separate orders due to capacity constraints, which is the best opportunity for Sharp and other panel makers to catch up with Samsung in the OLED field. The global out-of-stock crisis has also given home-grown OLED panel makers a fertile ground for survival and development. The ultimate result is the bright future of OLED technology.
The choice of Apple's use of OLED screens appears to be a hardware upgrade of a mobile phone brand. The several major influences behind it are really related to the future of the industry.
[This article comes from the Tencent News client from the media, does not represent the views and positions of Tencent News. 】
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