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teknolojiarsivi.com May 27, 2018


Samsung Cuts OLED Production, iPhone X to Blame

23 February 2018, 04:25 | Virginia Benson

Samsung shares take a hit as iPhone X sales slump

Nikkei Samsung wil slash OLED production because of poor demand for the iPhone X

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.

Anticipating strong demand from Apple, Samsung Display had made a capital investment of $12.6 billion last year, which resulted in $1.4 billion jump in depreciation costs in the current year.

Samsung has been moving to maintain its market share through budget models. The iPhone X's lofty price tag may simply be out of reach for many consumers.


In the global market, Apple shipped 77.3 million smartphones worldwide in the October-December months, overtaking Samsung Electronics, a separate report said. However, the news of production cuts has given some investors cold feet.

Samsung apparently plans to make 20 million iPhone X OLED screens at most during the March quarter. This led to Reuters noticing that Samsung shares had fallen by as much as 2.3 percent following on from the news. Apparently, Apple was paying Samsung between $120 - $130 per display to Samsung, so the company could face significant problems if the units are not shifted. Japanese companies like Hodogaya Chemical Co and Hirata Corp also saw shares fall. It's just not the way we thought back when the iPhone X launched.

Samsung has not decided its production target for the June quarter, but the company envisions further cutbacks in the second quarter. In this manner, Apple will give LG Electronics a very tough time, so it should plan an innovative market strategy of its own. The South Korean giant now controls about 95% of the OLED market, but that could soon drop with LG Display ramping up production this year, as are Chinese manufacturers like BOE Technology Group and Tianma Micro-electronics.



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