Apple is reportedly pushing Samsung Display and LG Display to cut OLED panel prices for the iPhone 18 Pro Max by around 20%, according to South Korea’s The Elec. The target is roughly $70 per panel, with suppliers said to be aiming closer to $66.50 down from about $80 for the iPhone 17 Pro Max.
The pressure comes from rising costs elsewhere in the supply chain, particularly memory chips, part of what the industry is calling “chipflation.” By squeezing display costs, Apple appears to be trying to offset those increases without necessarily raising the iPhone’s retail price.
What makes this notable is the timing. The iPhone 18 Pro and Pro Max are expected to move to more advanced LTPO+ OLED technology, which is typically pricier to produce, not cheaper. Samsung Display and LG Display remain the primary suppliers for this premium tier, while BOE was reportedly left out due to yield and quality concerns with LTPO+ production. LG Display’s president has called the pricing pressure manageable given ongoing manufacturing efficiency gains.
Importantly, a lower panel cost doesn’t guarantee a cheaper iPhone. Apple could just as easily use the savings to protect profit margins or limit how much prices rise elsewhere, rather than passing anything on to consumers.
The iPhone 18 Pro and Pro Max are still expected around September 2026, with the standard iPhone 18 reportedly following in early 2027.
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