Apple may have given up on the 'all OLED' display strategy for future iPhones

Apple may have given up on the 'all OLED' display strategy for future iPhones
There's no doubt that the iPhone X sold well enough for Apple to announce record average selling prices this past quarter, but it didn't cause nearly the "super-cycle" of upgrading as analysts expected due to the high $999 price. In fact, the first OLED iPhone was beaten by the oldie LCD tech on the iPhone 8 Plus in terms of US sales last quarter, and that one isn't much cheaper than the X to begin with.

 
That's precisely why Apple may stick with LCD iPhones even when the 2019 crop rolls in, tips Korean media today, in a report pegging LG as the display supplier. Apple will have one 6.1" iPhone 2018 with LCD display to meet the demand on the lower pricing range this year, and the main way to achieve the lower cost is said to be the screen choice. 

It apparently plans to keep using the LCD technology next year as well, as LG insiders say they won't be executing the planned switch to OLED for the Apple-dedicated LCD lines there, and that has apparently been a last-minute decision by Apple. Oh well, both screen technologies have their advantages and drawbacks, so to each their own.

source: The Bell (translated)

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33 Comments

1. Phonehex

Posts: 759; Member since: Feb 16, 2016

Oled>>>>>>Lcd

4. DolmioMan

Posts: 315; Member since: Jan 08, 2018

Not really, OLED has some problems that LCD doesn’t like poor uniformity (even on high quality panels) and showing the nice inky blacks that everyone loves OLED for introduces some pretty terrible ghosting. I’ve used OLED on an S6 and iPhone X I really wouldn’t say it’s better than LCD 100% of the time. I’d take an 120Hz LCD over a 60Hz OLED any day, but until those are offered on anything that’s not the razed phone I’ll stick with OLED.

6. Humanoid

Posts: 1226; Member since: Dec 11, 2017

Razer 120Hz Sharp phones 120 Sony 120Hz ( new Premium 144Hz)

9. DolmioMan

Posts: 315; Member since: Jan 08, 2018

Yeah, but they all run Android. As I said in my comment but was autocorrected, I don’t want a Razer phone, I’d take an iPhone with a 120Hz over an iPhone with OLED.

17. Humanoid

Posts: 1226; Member since: Dec 11, 2017

I see... Ipad has 120Hz. Still dont know why iphone does not.

22. Vokilam

Posts: 1181; Member since: Mar 15, 2018

I’d take 120Hz screen over OLED as well.

26. Avieshek unregistered

Then blame Apple idiot.

18. Trex95

Posts: 2380; Member since: Mar 03, 2013

Actullay IPhone 8 Plus has better screen than iPhone X. Used both and to be honest for heavy use I would go with iPhone 8 Plus my S9 plus has an excllent screen, but start to show some ghosting aka temporary image retention not burn in notification bar wallpaper kinda low quilaty that comes with default except for the black wallpaper.

23. Macready

Posts: 1818; Member since: Dec 08, 2014

OLED and 120 Hz are not mutually exclusive to begin with, as is evident from existing VR and caves implementations for example. Just a matter of priorities.

32. Macready

Posts: 1818; Member since: Dec 08, 2014

VR and camera*

28. strategic_developer

Posts: 1627; Member since: Jul 17, 2018

Yeah and OLED displays doesn't have the problems that LCD has. Like its more reflective in direct lighting and makes things hard to read or see period. Or how black is never black, because the screen always has to be backlighted. Or how its a terrible battery drain, because all pixels are on even when they aren't being used. I've never notice any ghosting effect. Did you just make that up? You speaking of screen-burn-in? Because unless you keep and image on your phone the same with the device always on for days on end, burn-in just doesn't happen enough to even speak of it. https://www.rtings.com/tv/learn/permanent-image-retention-burn-in-lcd-oled This site tests both. and even though the OLED did worse, no one would ever use their phone this way. So the point is pretty moot overall.

2. haruken

Posts: 306; Member since: Nov 06, 2013

'People will buy our iPhones regardless, so why bothered give them the best quality available?'

3. kiko007

Posts: 7493; Member since: Feb 17, 2016

Being OLED doesn't equate quality. See the Pixel 2 XL's screen for evidence of that.

7. Atechguy0

Posts: 918; Member since: Aug 03, 2018

Not one iPhone display supports HDR, except the iPhone X, which you guessed it has an OLED display. All the contrast ratios on the all iPhones (except X) have around 1:1400 or less, with no HDR. The Pixel 2 XL display supports HDR and has a contrast ratio of 1:100000. The Pixel 2 XL display issues were mainly blown out of the water.

11. DolmioMan

Posts: 315; Member since: Jan 08, 2018

Contrast ratios are by no means an exact science and fly out the window when you don’t have a backlight. 1400:1 is perfectly adequate.

13. Atechguy0

Posts: 918; Member since: Aug 03, 2018

Each pixel is its own light when it comes to OLED. It's why you can get those inky blacks. With LCD you have to have backlighting because the LCD screen would be so full. Also LCD eat more energy, especially if you only display a few pixels, because the entire LCD is lit up. OLED allows always on displays that hardly hit the battery, because only the few OLED pixels are lit. OLED is superior to LCD

19. Humanoid

Posts: 1226; Member since: Dec 11, 2017

" While an OLED will consume around 40% of the power of an LCD displaying an image that is primarily black, for the majority of images it will consume 60–80% of the power of an LCD. However, an OLED can use more than three times as much power to display an image with a white background, such as a document or web site. This can lead to reduced battery life in mobile devices, when white backgrounds are used." Most of websites don't give option to turn page into black. Most used app on Earth is Chrome.

29. strategic_developer

Posts: 1627; Member since: Jul 17, 2018

Even though that is true, that when you display content that is mostly white, like a document or a web page, battery rundown test have shown that phones with LCD screens still use more of there battery vs a phone with an LED display, discharge the battery at a far slower pace. This has been proven far beyond the shadow of doubt. You can watch such a test here -https://www.youtube.com/watch?v=Czofcz7e0sI All the phone with LCD panels died well before the phone with LED displays did. The test is simply and non-scientific. Its just a script that loads a webpage over and over until the phone dies. The pages are 80% white.

21. Trex95

Posts: 2380; Member since: Mar 03, 2013

True. But only if OLED comes with true RGB like S2 and galaxy tab 7.7 that comes with Super Amoled Plus with true RGB not pentile sharing pixels and still has one issue short life span, so in reality LCD IPS still better screen technology than OLED till micro-led.

30. strategic_developer

Posts: 1627; Member since: Jul 17, 2018

Short life span? I still have an S3. You know how many pixels are still working? All of them. The display looks as crisp and bright as it was when new. Maybe my phones have lasted longer, because I don't use then 12 hours a day. If anyone has an OLED phone, where there are dead pixels or the colors are not as crisp, you might just need to put the phone down and get a real hobby.

5. j2001m

Posts: 3061; Member since: Apr 28, 2014

That needed to say Samsung oled >>>>>>>>>>>other oled >>>>>>>>>>>lcd

8. notfair

Posts: 722; Member since: Jan 30, 2017

Why bother giving the best for the customer when they will still buy everything that we throw at them, might as well use lcd screen at double the oled price and make richer our beloved investors and shareholders

10. MarvzIsFallen

Posts: 646; Member since: Aug 11, 2017

I hope  will stop buying oled displays from samsung, they are using their profit from stupid ads and marketing.

12. DolmioMan

Posts: 315; Member since: Jan 08, 2018

And scamming the consumer with memory price fixing.

15. Atechguy0

Posts: 918; Member since: Aug 03, 2018

Oh, and like Apple isn't scamming anyone with their overpriced iPhones.

14. redmd

Posts: 1927; Member since: Oct 26, 2011

It's alright. Both have pros and cons. I would buy the biggest iPhone regardless of the size.

16. BullaBoss

Posts: 141; Member since: Jul 17, 2018

I don’t mind LCD as long as it’s top quality. LG G line has some sweet ones. I hope Apple doesn’t use 326 ppi for the 6.1”. 400 region would be nice. Basically a 1080p+ display with good battery life.

20. Rigmaster

Posts: 234; Member since: Jan 22, 2018

This is nothing but an indication that the lower sales means a significant portion of the buying market just balked at the high OLED iPhone prices. Delaying just means Apple's waiting for the component prices to drop just enough to maintain higher per device margins. The technology of what's better hardly matters.

24. JMartin22

Posts: 2369; Member since: Apr 30, 2013

I’ll speak for myself. The biggest issues for OLEDs is low brightness in high contrast content being displayed; display degradation (the 3 different colored sub pixels wear at different rates) and display burn in (a side effect of display pixels degrading at uneven intervals) I’ll admit. When it comes to display brightness and longevity, the iPhone X is the best OLED phone on the market and the closest so far to what an ideal OLED display should be. The only thing that can be a slight to some people are the rather dull color reproduction (for the sake of being “accurate”) - the high gamut adaptive display settings on Samsung phones catch my eyes the most.

25. Trex95

Posts: 2380; Member since: Mar 03, 2013

Despite android OS doesn’t comes with colors management like iOS still Samsung did an excllent calibration for there OLED.

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