Apple Inc. has made a name for itself with the innovations behind its iPhone. The firm raised the bar on the features of smartphones with the 3D touch interface that it launched in the iPhone 6S and iPhone 6S Plus. Now, it appears that Apple is gearing up to launch a new screen technology in the upcoming iPhone 7. Apple has reportedly notified three Asian suppliers; LG Display, JDI (Japan Display) and JOLED about the proposed change.
Apple is usually tight-lipped about the features that it wants to include in its new products. The firm prefers to launch the element of surprise with the “One more thing…” punchline during its product launches. Nonetheless, a stream of rumors and leaks suggest that Apple might want be planning to drop the LCD screen in its iPhones in favor of OLED screens. The rumors confirm the notion that the iPhone 7 might be wildly different from its predecessors.
Apple Thinks Different
Apple seems to have a taciturn rule about how it unveils new features in its iPhones. It appears that the firm updates the internal specs of its iPhone in the “S” models while external design changes usually surface every-two years in the numbered model of the iPhone. For instance, the iPhone 6 debuted the shift from a 4-inch screen to the 4.7 and 5.5-inch screens. True to the thesis, Apple Inc. waited until the iPhone 6S was ready before it launched the 3D touch interface and other internal updates.
OLED screens are more power efficient than LCD screens; hence, the iPhone 7 should have a longer battery life. The OLED screens also deliver a wider viewing angle and a more vibrant display. OLED screens look much better than LCD screens – the only problem with OLED screens is that they tend to have a shorter lifespan. The rumored shift to OLED suggests that Apple has somehow found a way to increase the lifespan of the screens.
Samsung to pay homage to Apple
The smartphone war is mainly between iOS and Android: Apple sits on the iOS side while Samsung leads the charge for the Android side. Apple has a strong lead in the global smartphone space as it takes more than 90% of profits even though it has less than 12% of the global market share. Samsung fights for market share with Apple and it still fights with other firms making Android phones. Hence, Samsung’s resources are spread thin and the firm would always emerge in the second place behind Apple.
Samsung knows that it might wear itself off in trying to take on Apple Inc. ; hence, the Korean firm seems intent on riding on Apple’s success. News has it that Samsung wants to win the contract to supply Apple with the OLED screens for the iPhone 7.
Nobody knows if Apple will award the contract to Samsung or not, or if Apple is certain to switch production of its screen tech. It was Samsung who popularized the use of OLED screens in smartphones, and that firm clearly stands to benefit if Apple adopts the tech.