Apple Is Squeezing Its Display Suppliers For A 20% Price Cut On The iPhone 18 Pro Max

By Shikhar Mehrotra • Updated On 27 Jul 2026

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TL; DR

Apple is reportedly seeking a 20% cut in iPhone 18 Pro Max OLED panel costs despite upgraded M16 OLED materials.
Samsung Display and LG Display are expected to supply 46 million and 41 million iPhone 18 panels, respectively.
The iPhone 18 Pro and Pro Max are still expected to start at $1,299 and $1,399.

Apple is in the middle of a cost-cutting exercise for its upcoming iPhone 18 Pro 18 Pro Max, and its display suppliers are bearing the brunt. According to The Elec, Apple is pushing Samsung Display and LG Display to reduce what they charge for their OLED panels.

Also Read: OnePlus 16 To Debut At Its Usual Launch Windows In October

Apple Pushes for Lower Panel Prices

Apple has proposed paying around $70 per OLED panel for the iPhone 18 Pro Max, which is much lower than what the company paid for the iPhone 17 Pro Max’s panels. Industry estimates suggest the final figure could be even lower, at approximately $66.50 per unit, a reduction of roughly 20%.

What makes this particularly significant is the context: the iPhone 18’s display is expected to require greater manufacturing complexity than its predecessor. Apple is reportedly adopting Samsung’s latest M16 OLED panel, which improves brightness, the panel’s battery efficiency, panel lifespan, and color performance.

Also Read: POCO’s Upcoming Phone Has an 8,000mAh Battery, and It’s Launching on August 4

To put it simply, Apple is asking for a steeper discount on a panel that costs more to make.

Supplier	iPhone 18	iPhone 18 Pro	iPhone 18 Pro Max	Total
Samsung Display	2 million	18 million	26 million	46 million
LG Display	1 million	19 million	21 million	41 million

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Cheaper Panels, Costlier iPhones

Even if the company secures a lower display panel price, the savings are unlikely to reach consumers. Analysts have suggested the iPhone 18 Pro and Pro Max could start at $1,299 and $1,399 respectively, which is a $200 jump over the iPhone 17 Pro lineup. The iPhone 18 Pro models are expected to launch in September alongside Apple’s first foldable iPhone.

I find it hard to be optimistic about what this means for the end consumer. Apple squeezing suppliers to offset memory cost increases while simultaneously raising retail prices by $200 suggests one thing: the savings are going straight to margins, not to customers. Anyway, we’ll have to wait to find out how this all pans out with the official launch.

Also Read: Samsung Galaxy F70 Pro surfaces on Geekbench with Snapdragon 6 Gen 3, 8GB RAM, and Android 16

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Shikhar Mehrotra

Shikhar Mehrotra is a seasoned technology writer and reviewer with over five years of experience covering consumer tech across India and global markets. At Smartprix, he has authored more than 1,700 articles, including news stories, features, comparisons, and product reviews spanning automobiles, smartphones, chipsets, wearables, laptops, home appliances, and operating systems. Shikhar has reviewed flagship devices such as the iPhone 16, Galaxy S25+, and Sennheiser HD 505 Open-Ear headphones. He also contributes regularly to Smartprix’s growing automotive section.

With a deep understanding of both iOS and Android ecosystems, Shikhar specializes in daily tech news, how-to explainers, product comparisons, and in-depth reviews. His DSLR photography in product reviews is recognized as among the best on the team.

Before joining Smartprix, Shikhar wrote for leading publications including Forbes Advisor India, Republic World, and ScreenRant. He holds a Bachelor of Arts in Journalism and Mass Communication from Amity University, Lucknow.

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