Tech Desk: Apple is aggressively pushing its suppliers for significantly lower prices on the OLED displays for the upcoming iPhone 18 Pro Max, aiming for around $70 per panel. This strategic move comes as the Cupertino giant grapples with surging memory chip (RAM) prices, seeking to offset rising component costs without compromising product quality.

Despite the push for cost reduction, consumers won’t be getting an inferior product. The iPhone 18 Pro series is expected to feature Samsung Display’s advanced M16 OLED panels, promising enhancements in brightness, lifespan, and color reproduction. This trend of declining OLED panel prices isn’t new; costs have steadily fallen with each new iPhone generation, from over $100 for the iPhone 16 Pro Max to roughly $80 for the iPhone 17 Pro Max.

Reports suggest Samsung Display and LG Display are likely to meet Apple’s demands, potentially supplying panels at an average of $66.50 – a roughly 20% reduction from the iPhone 17 Pro Max. While this helps Apple manage its bill of materials, the broader memory chip crisis could still lead to an overall price hike of up to $200 for the iPhone 18 Pro and Pro Max models, impacting consumer affordability despite display savings.