Author: Richard

According to a recent report by Counterpoint Research, Apple is anticipated to significantly influence the growth of OLED notebook displays in 2026, even as the overall OLED market encounters challenges from escalating memory prices and declining smartphone demand. Here are the specifics.

### Increasing Memory Costs Impact Smartphone OLED Demand More Than Anticipated

The report indicates that Counterpoint Research has adjusted its 2026 growth forecasts for foldable, flexible, and rigid smartphone OLED panels, noting weaker demand due to rising memory costs affecting device pricing:

> “In 2026, within the smartphone segment, foldable OLED panels are projected to see a 34% year-over-year increase, down from the earlier forecast of 46%, driven by Apple’s anticipated foldable OLED smartphone and new releases from Samsung and other manufacturers. Flexible OLED smartphone panels are expected to remain unchanged year-over-year, revised down from the previous 2% growth estimate, while rigid OLED smartphone panels are predicted to drop by 15% year-over-year compared to the earlier expectation of no growth.”

Concerning OLED notebook PCs, Counterpoint predicts that Apple’s likely shift to OLED screens for MacBook Pro models will contribute to a 33% year-over-year growth in this segment, along with “ongoing expansion of premium AI PCs, where elevated average selling prices (ASPs) mitigate the impact of rising memory expenses.”

Considering the wider OLED market, which also encompasses tablets, monitors, automotive displays, and other areas, the report anticipates flat year-over-year shipment growth in 2026, as increases in OLED monitors (up 45%), tablets (up 13%), and automotive displays are likely to be counterbalanced by weakness in smartphone sales.

To access Counterpoint Research’s complete report, follow this link.

The global smartphone industry witnessed a notable drop of over 4% year-on-year in the first quarter of this year, signaling the conclusion of 2.5 years of ongoing growth, as noted by market analysis firms. This decline is primarily linked to escalating component prices, especially memory, which have skyrocketed by 100% or more. Consequently, smartphone manufacturers are forced to transfer these expenses to consumers, resulting in reduced demand and lower shipment numbers.

As per IDC, global smartphone shipments decreased by 4.1% in the first quarter, and the forecast indicates that conditions may deteriorate further as memory supply issues persist in affecting the market. In developing markets, prices have allegedly surged by 40-50%, putting additional pressure on consumer demand. The report suggests that the present downturn is merely a precursor to more considerable obstacles ahead.

On the other hand, Apple and Samsung have succeeded in maintaining their market standings due to their capacity to absorb costs in their high-end devices. Both companies recorded increases in smartphone shipments, with Samsung seeing a 3.6% rise and Apple a 3.3% boost. However, Samsung recently elevated prices on several models, including premium smartphones and tablets, which may position Apple as the sole major contender to keep its prices unchanged. This approach might enable Apple to take advantage of the market’s downturn and sustain its growth pace.

Analysts propose that Apple may be focusing on growth rather than profit margins given the current technology environment, leveraging the opportunity created by rivals’ price increases. Despite the dependency on various metrics for shipment forecasts, inconsistencies in reports from firms like IDC and Counterpoint are prevalent, underscoring the challenges of accurately assessing market conditions.

In conclusion, the smartphone market is undergoing one of its most difficult phases, propelled by severe memory supply limitations and rising costs. While numerous brands face difficulties, Apple’s tactic of maintaining consistent prices may grant it a competitive advantage as the market continues to shift.