Poor iPhone X Sales Prompt Samsung To Slash OLED Panel Production

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Although the new phone was Apple's biggest earner, it actually sold less units than any other iPhone model before it.

Apple will halve its iPhone X production target for the first three months of the year to around 20 million units, the Nikkei reported last month, adding to growing concerns about weak sales of the $999 phone. A new report coming out of Asia claims that Samsung is cutting the OLED panel production by more than 50% for the January-March quarter. When it comes to the facility dedicated to making panels for Apple, the rate will fall to 50% or lower.

Additionally, while Samsung's Display division has yet to set a production target for the April-June quarter, Nikkei reports that a further cutback may occur. That's expected to not only include an update to the existing iPhone X, but see at least one more OLED handset join the line-up. That's expected to form the entry-point into Apple's 2018 iPhone range as the cheapest model. To offset the impact, Samsung Display is trying to secure more orders from Chinese vendors.

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Apple has succeeded in achieving its highest market share ever in Korea, the home ground of its arch-rival Samsung in Q4 2017. It means we could see more mid-range Android smartphones with OLED screens in the near future.

Some analysts have also flagged disappointing demand.

In a bid to fend off the challenges by Chinese competitors, the Korean display maker aims to diversify its client base for smartphone OLED displays this year while putting focus on large-sized premium products in the TV segment, according to the official.