2024-01-30 23:24:01
[딜사이트 한보라 기자] The likelihood that Samsung Display’s sales to Apple will expand has increased. Previously, Apple showed moves to diversify its parts orders to reduce its dependence on specific parts companies. However, as the situation is not as easy as expected, it appears that Samsung Display is increasing its orders again.
According to the industry on the 30th, Choi Joo-sun, CEO of Samsung Display, recently visited Apple’s headquarters in California, USA to discuss supplying medium-sized organic light-emitting diode (OLED) panels for iPad. The gist of the idea is that Samsung Display will supply part of the supply of competitors that has been reduced due to defect issues.
Apple will launch a new iPad series equipped with an OLED panel in June this year. The shipment target is 10 million units, including 11-inch and 12.9-inch models. However, due to recent problems with the supply and demand of panels, a key component, the annual iPad shipment target was reduced to 8 million units.
Apple originally planned to receive a total of 6 million units of 11-inch OLED panels from multiple domestic panel manufacturers. Of these, we requested Samsung Display to mass produce 4 million units. The variable occurred at a competitor. This is because the quantity that can be supplied to competitors has decreased significantly due to the issue of defective products.
Afterwards, CEO Choi visited Apple’s headquarters in person, conducted negotiations, and succeeded in receiving additional allocation of OLED panels for the 11-inch iPad. Considering that competitors who received orders for OLED panels for iPad are expanding their 6th generation IT production lines by the first quarter, it is expected that Samsung Display will virtually exclusively supply the volume of OLED panels for 11-inch iPads at the beginning of the year.
With the conclusion of this negotiation, expectations are rising that Samsung Display will strengthen its control over Apple. Previously, Apple had been increasing supplies to other panel manufacturers to reduce its dependence on Samsung Display. Nevertheless, the reaction from both inside and outside the industry is that this issue has only further solidified Samsung Display’s position as a key component manufacturer.
An industry insider said, “It appears that the recent decision by a competitor to invest some of the funds from capital increase into 6th generation expansion is to somehow increase the production of iPad panels,” adding, “Even if the competitor sets the yield rate at 90%, Apple originally allocated the same amount.” “We cannot produce as much as we did,” he said. He added, “Against this background, it appears that the negotiations between CEO Choi and Apple were conducted positively.”
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