March 21, 2018

Samsung to cut OLED panel production on low iPhone X demand

21 February 2018, 07:47 | Ruben Fields

Samsung to slash OLED panel output as iPhone X slumps

Samsung shares take a hit as iPhone X sales slump

In a follow-up story, Nikkei says that Samsung chose to cut OLED screen production in response to Apple's decision to reduce iPhone X orders. Analysts have previously suggested that lower-than-expected demand for the flagship iPhone has already been priced-in to the stock price.

Samsung has yet to confirm production targets for the April-June period.

However, it also carried a premium price tag, as Apple opted to add the iPhone X to a new position at the top of its smartphone line-up.

Samsung Display is extending its marquee full-screen display design to mid-range smartphones as part of efforts to further improve profitability, according to industry sources on February 20. That's expected to form the entry-point into Apple's 2018 iPhone range as the cheapest model.

Samsung did not immediately respond to our request for comment and Nikkei's report did not cite specific sources.

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Last year, Samsung invested $12.6 billion to boost its OLED production capacity in anticipation of an iPhone X boom that never came. However, the news of production cuts has given some investors cold feet.

Of course, "weak demand" for iPhone X doesn't necessarily translate to disappointment within Apple. The total average daily sales of iPhone 8 and iPhone X is 120 percent the sales of iPhone 7.

In a bid to fend off the challenges by Chinese competitors, the Korean display maker aims to diversify its client base for smartphone OLED displays this year while putting focus on large-sized premium products in the TV segment, according to the official. For a supplier, the more components you can sell, the more profit you make.

On Average, in 2017 Samsung had a market share of 56.2 percent, Apple 17.7 percent, and LG 17.4 percent.

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