I still don't know why people are saying OLED(in phones and mp3 players) is expensive when small Korean companies like Cowon and iriver and large companies like Samsung are putting them in there device. They are selling their products at what about the same price or a little more than what Apple is selling. They are either putting 1.8-3in oled screens in their devices. If a small company can do it and still pack some nice goodies in their devices surely a larger company like Apple can make it cheaper with the right contract. Besides we are talking about OLED in a small device I don't remember mentioning anything about large screens or tvs.
To my own credit I did say "Lots of little programable OLED screens on a large device". I figure 113 keys with OLED displays on them plus the accompanying electronics to control it all isn't dirt cheap. But I would also figure there is enough leeway (read:uniqueness) in it that one could have a tidy profit margin (that thing Apple loves) when selling them.