Apple Reportedly Upgrading Screens for All New iPhone Models: What It Means | TheStreet

Apple Inc.’s (AAPL – Get Report) new iPhones will reportedly all have OLED screens in a move that may indicate the tech giant is doubling down on its premium pricing strategy.

The South Korea’s Electronic Times reported on May 28 that several new iPhone models will be using the OLED screens, which are brighter, more power-efficient and pricier than LCD screens. Apple’s iPhone X features an OLED screen, while all other models have used LCD screens. Previously, speculation had been that Apple would introduce one or two iPhones with OLED screens later this year, with another version still using LCD technology.

Shares of Apple OLED screen supplier Samsung Electronics Co. Ltd. (SSNLF)  were down 1.9% on Tuesday, while LCD maker Japan Display Inc. shares dropped 8%. OLED supplier Universal Display Corporation (OLED – Get Report)  also popped on the news, up 7.5%.

DA Davidson analyst Tom Forte said that the reports suggest that Apple is not shying from the premium pricing strategy embodied by the $999 iPhone X, its most expensive smartphone ever.

“This suggests to me that as far as management is concerned, Apple views [the iPhone X] as a success,” Forte said, adding that consumers seemed to appreciate the smartphone’s OLED screens.

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Apple Reportedly Upgrading Screens for All New iPhone Models: What It Means – TheStreet.