A new rumor emerging from China suggests that Samsung may be reserving its most advanced OLED display technology for Apple’s upcoming iPhone 18 lineup rather than its own Galaxy smartphones. According to the report, Samsung Display is expected to supply Apple with its highest-end OLED panels, which are said to be significantly brighter than current offerings.
The rumor also claims that BOE, another major display supplier, is struggling to meet Apple’s strict brightness and quality requirements. As a result, a larger share of panel production for the iPhone 18 series could be shifted to Samsung, with LG Display also potentially involved to support Apple’s supply chain.
This information aligns with earlier reports indicating that Samsung’s next-generation LTPO+ OLED panels will be a key feature of the iPhone 18 Pro and iPhone 18 Pro Max. LTPO+ technology is said to offer higher peak brightness and improved power efficiency compared to existing LTPO panels. Notably, these reports once again highlight BOE as a weak link, as only Samsung and LG are currently believed to have the capability to mass-produce LTPO+ displays at Apple’s required standards.
Beyond improved brightness, the LTPO+ panels could enable a major design change for future iPhones. The technology may allow Apple to place Face ID sensors beneath the display, potentially eliminating the notch or Dynamic Island altogether and moving closer to a truly uninterrupted full-screen design.
In contrast, the upcoming Galaxy S26 series is rumored to use essentially the same display panels as the Galaxy S25 lineup. If accurate, this would suggest that Samsung is prioritizing its most advanced display innovations for Apple, while its own flagship Galaxy devices may see minimal upgrades in this area, at least for the next generation.
If these rumors hold true, it raises interesting questions about Samsung’s strategy as both a component supplier and a smartphone manufacturer—one where its most cutting-edge display technology debuts on iPhones before making its way to Galaxy devices.
