Report: Apple's Struggle to Develop MicroLED Technology Led to iPhone X Changes and Reliance on Samsung

[EugW]

Yeah the manufacturing for microLED is a huge problem. However, there is a small part of me that also wonders if companies aren't holding back a bit on this display technology. I mean think about this, what is the incentive to release a display tech with few to no major flaws that could potentially last for a decade or 2 (microLED) when they can sell you a very very good display (QD-OLED) that you have to replace every 5 years.🤔

Samsung already has a 75 inch 4k microLED prototype and they have had it for 3-4 years now yet still no sign of a consumer launch. And then they suddenly jump in with QD-OLED after years of bashing OLED tech? It seems they caught on the idea of consumers willingly dropping a lot money on TVs that are known to have short life spans. Tell me I'm crazy or that is suspicious as hell lol.

I make the opposite conclusion from that same observation.

The reason they suddenly went OLED despite bashing it for years is likely because they just couldn't hold on any longer. They were losing ground to OLED, but microLED is still far, far off due to the significant manufacturing difficulties. So, they had to do something, and an upgraded OLED was the perfect interim solution.

As for replacing a TV every 5 years, well it's not just the panel itself, but the electronics and feature set, among other things. A lot of TVs have to be replaced because the logic board goes bad or people want new features or whatever.

BTW, my non-QD OLED is a 2018 LG model although I got it in 2019, so that makes it about 4 years old. So far no burn-in, and I don't use it in lower brightness eco mode. Unless I get some permanent stuck pixels, significant burn-in, or the motherboard gives up, I'm just going to keep using it for the next while. I'm hoping it will easily surpass the 5-year mark. I have zero plans for upgrading just for additional features.

The newer OLEDs have additional benefits that my 2018 model is missing, but the 2018 model is already so damn good and is still so much better in dark rooms than the FALD LCDs out there, that I have no urge to upgrade. I guess going from my 65" to say 77" might be an option, but even then it's not a priority since I sit at about 7.5 feet. At that distance it's got a field of view of 35°, which is excellent for 4K movies. (THX recommends 36-40°, while SMPTE recommends 30°, so my 35° is a nice in-between and comfortable field of view.)

 

[derdante]

There'd have to be big advancements in MicroLED technology for it to be viable for iPhones and iPads and I'm not sure it'll be worth it with the advancements in OLED recently. It wouldn't exactly be something that wows most customers while being super expensive to produce. If I had to guess most people don't even know their iPhone is already capable of high brightness HDR playback for example.

 

[4odomi]

How is it more productive than the iPhone 14 Pro Max? This is an honest question. I’m wondering why you find it such an improvement over the 14 Pro Max.

He's just watched a few reviews 🤣

 

[KENESS]

Whoops! Silicon

I've been doing a lot of caulking lately... haha

 

[CarAnalogy]

Really Basic stuff which is missing on iOS.

1. Clipboard History. I copy and paste so many items everyday and need to refer my older clipboard history which is not there on iOS. Suppose I copy an Shipment ID and then move on to my professional work where I copy something else. Later in the day, I need to recheck the status of my shipment. It's one tap on Android vs. multiple on iOS.

2. Adblocking and spam call blocking at a system level. iOS still does not have this functionality. I am tired of attending spam calls on Ios.

3. Number key on top of keyboard. This is a big one. iOS still lacks a Basic number key on top of keyboard. Yes I know there are third party keyboards but unlike on Android they seem very clunky. It also doesn't help that iOS forces you to use the system keyboard for passwords which is literally when I need the number keys.

4. A proper file manager. I have a password protected folder on my Samsung for work sensitive stuff. A separate folder for my content and another one for documents. The file manager feels like an actual computer version unlike the barebones one on iOS. I can literally connect the phone to my PC and browse this just like it's a USB drive. No crappy iTunes Middleware.

5. Multi Window and pop up view. I can split my screen in two and watch videos whilst working at the same time. I can even save those multi Windows as Groups. I have programmed Bixby Routines to have my Blackberry Work and Samsung Notes display on my screen automatically when I am at work when I am on transit to home, Netflix and Google News. This level of automation is missing on iOS. I can literally see 4 apps at the same time which makes much better use of that 6.8 inch display on the phone.

6. The S-Pen is very convenient as it allows me to jot down my thoughts or quickly take notes know the go. I don't even have to unlock the phone. Just jot it down and the phone will pin it to an AOD.

7. A much bigger notifications setup. On Android, notifications are persistent meaning when you look at them once they aren't wiped out. You can still see them so I safely take a glance at them and revisit when I have time. On iOS, simply glancing at the notifications causes them to wiped off. I miss a lot of notifications on iOS.

8. A significantly better battery protection system. Samsung allows you to charge the phone until 85% and let it stay there overnight and it will only fill the remaining 15% exactly when I tell it to using Routines. This way I have no issues with Fast Charging. On iPhone this is absent.

The only reason I bought a 14 Pro Max is because the S22 Ultra just had **** battery life. The thing would run out of battery with just 4 hours of screen on time when my iPhone was on 60%. The S23 Ultra now matches my iPhone in this aspect and since I got this my iPhone has been catching dust.

Exactly, especially the first two. I don't know why Apple is satisfied with the iPhone being so bad at being a phone. And clipboard history is a good example of how the entire system is too damn locked down even though the permission systems are in place. No MAC addresses visible in apps that have permission to scan the LAN, no clipboard apps when device clipboard is now a permission, etc.

 

[klasma]

I mean think about this, what is the incentive to release a display tech with few to no major flaws that could potentially last for a decade or 2 (microLED) when they can sell you a very very good display (QD-OLED) that you have to replace every 5 years.🤔

LCD displays already last a decade or two (my current computer monitor is from 2008 and still works perfectly fine), that doesn’t seem to have been a problem. Usually there are other tech aspects that drive new purchases (resolution, brightness, HDR, color gamut, 3D, refresh rate, variable refresh rate, power consumption, …). I’m also not sure how long-lasting micro-LED will actually be, as LEDs do get dimmer with time. Certainly better than OLED, but probably not forever either.

 

[dzankizakon]

Commodity components and advanced technology are mutually exclusive and contradictory. You cannot have twenty manufacturers of a component and claim exclusivity and advanced technology.

 

[goonie4life9]

You’re on this again?

Can you point to an instance if this actually happening?

Surely it’s not that analyst X made a prediction that doesn’t pan out, only to then cover their own ass by saying it was a delay?

Where do you get the idea that Apple PR puts out leaks regarding delays themselves?

I should have known. Please review what I said. Apple is known to leak these kind of features to friendly media outlets to build hype. They let the media do what they do best - sensationalize. Then Apple leaks that they decided to change something because, by golly, it just wasn’t ready. It’s not that Apple is actually delaying anything. They just know how to tease their roadmap. It’s all part of their plan but they rely on “leaks” and media hype to sell their long-term strategy.

 

[NT1440]

I should have known. Please review what I said. Apple is known to leak these kind of features to friendly media outlets to build hype. They let the media do what they do best - sensationalize. Then Apple leaks that they decided to change something because, by golly, it just wasn’t ready. It’s not that Apple is actually delaying anything. They just know how to tease their roadmap. It’s all part of their plan but they rely on “leaks” and media hype to sell their long-term strategy.

I’m asking you to cite an example of the strategy, that’s all. Just one example of this strategy you’re insisting Apple (a company that everyone complains about it’s absurd levels of secrecy) is “well known for”.

 

[AngelYaDig]

Rough relationship with Samsung.
Apple needs to invest heavily in MicroLED. Once that fully kicks into the market Samsung will be out.

Apple have been working on micro led for over a decade. It’s just new tech that not many companies are working with.

 

[XXPP]

LOL this report is a pure crap. Display is 100% apple technology. Samsung and LG just manufacture it for Apple.

 

[svish]

Looking forward to seeing the first microLED display from Apple. Samsung and Apple require each other!!

 

[gagaliya]

I feel apple and Tim Cook is sleeping at the wheel in this regard, it makes zero sense to give your key competitor billions of dollars annually so they can turn around and use it to fund the development of a direct competing product against you year over year. If you look at the market today, samsung galaxy phones by far is the main rival to iPhone with google phone taking a much smaller share as second place, all other brands are either dead, so small, or restricted outside of China / Asia.

Apple needs to be less risk averse and spend some of their useless cash pile and really kick into gear to make their own screens and other hardwares that are currently dependent on Samsung. Need someone like Elon Musk to make some bold moves, Tim is way too conservative / risk averse and have squandered many opportunities, not buying Disney when it was cheap years ago was another major misstep. Not go all in on EVs and keep flip flopping to avoid risk another…etc…

 

[gagaliya]

LOL this report is a pure crap. Display is 100% apple technology. Samsung and LG just manufacture it for Apple.

The problem is apple don’t have the tech to find someone to replace Samsung as the manufacturer, and their micro led development hasn’t worked, that’s what the report is trying to say. Reading comprehension…

 

[goonie4life9]

I’m asking you to cite an example of the strategy, that’s all. Just one example of this strategy you’re insisting Apple (a company that everyone complains about it’s absurd levels of secrecy) is “well known for”.

How else, other than leaks, do people get information about internal Apple discussions? If these were supply-chain reports, that would be one thing. These reports are about how Apple makes decisions. Do you have any evidence to share that Apple, with its obsession with secrecy (as you stated) brings-in outside parties to be part of their discussions? I’m not sure why you’re so uncomfortable with this being part of Apple’s PR strategy.

 

[NT1440]

How else, other than leaks, do people get information about internal Apple discussions? If these were supply-chain reports, that would be one thing. These reports are about how Apple makes decisions. Do you have any evidence to share that Apple, with its obsession with secrecy (as you stated) brings-in outside parties to be part of their discussions? I’m not sure why you’re so uncomfortable with this being part of Apple’s PR strategy.

So, nothing then. Thanks.

Back to microLED, has anyone actually looked at the issues with bringing this technology to mass market? The pixels are so small that the biggest challenge seems to be handling them and getting them aligned properly.

 

[CWallace]

I feel apple and Tim Cook is sleeping at the wheel in this regard, it makes zero sense to give your key competitor billions of dollars annually so they can turn around and use it to fund the development of a direct competing product against you year over year.

With respect, this is exactly what this article is stating: Apple is working hard to try and divorce itself from Samsung because they are a major competitor across many product categories.

They prefer to work with companies like LG and BOE because neither either makes competing products or if they do, their market share in those categories is far lower than Samsung's.

Apple needs to be less risk averse and spend some of their useless cash pile and really kick into gear to make their own screens and other hardwares that are currently dependent on Samsung.

Apple is unlikely to directly enter the component manufacturing business because it is not a "core competency" of theirs and if they did, product sales prices would be far higher due to lack of economies of scale and the massive up-front costs in building out that manufacturing and assembly infrastructure.

 

[Frantisekj]

There must be some reasonable upper limit to how much of the supply chain Apple thinks it can do best in class in house. I don't know what the limit is but it really seems like Apple is determined to learn the hard way.

And what is new with Liquid metal?

 

[goonie4life9]

So, nothing then. Thanks.

Back to microLED, has anyone actually looked at the issues with bringing this technology to mass market? The pixels are so small that the biggest challenge seems to be handling them and getting them aligned properly.

Thanks for confirming you have no evidence that Apple has outside individuals in their decision-making process. Apple hasn't made any announcements about the use of micro-LED in their products, so any information is either speculation or leaks.

Apple is investigating a variety of technologies. Some of them will come to market, others won't. This has been a long-standing practice of Apple (e.g., LiquidMetal, Sapphire displays, etc.). This belief that Apple planned micro-LED in the iPhone X is just bonkers. They test technology in available form factors but that tells us nothing about the inclusion of that technology in a current-year's product. Apple has product roadmaps for multiple years (anyone remember the iPhone Math, a year or two before Apple started using the "+" nomenclature)?

 

[NT1440]

Thanks for confirming you have no evidence that Apple has outside individuals in their decision-making process. Apple hasn't made any announcements about the use of micro-LED in their products, so any information is either speculation or leaks.

Apple is investigating a variety of technologies. Some of them will come to market, others won't. This has been a long-standing practice of Apple (e.g., LiquidMetal, Sapphire displays, etc.). This belief that Apple planned micro-LED in the iPhone X is just bonkers. They test technology in available form factors but that tells us nothing about the inclusion of that technology in a current-year's product. Apple has product roadmaps for multiple years (anyone remember the iPhone Math, a year or two before Apple started using the "+" nomenclature)?

PatentlyApple.com has plenty of their filings related to microLED developments. That’s how I know they’re working on it. Not conjecture and building a case based on assertions.

That’s how sourcing works, you find actual evidence. Government filings are a pretty good source.


Note that I’ve made no claims of timelines, products, etc?

Patently Apple

Patently Apple is an Apple Inc. centric blog focused on dissecting Apple's latest Intellectual Property. We mainly report on Apple's patent applications, granted patents and trademark filings that have been published by the US Patent and Trademark Office. Our reports are full of inventive images...

www.patentlyapple.com

 

[goonie4life9]

PatentlyApple.com has plenty of their filings related to microLED developments. That’s how I know they’re working on it. Not conjecture and building a case based on assertions.

That’s how sourcing works, you find actual evidence. Government filings are a pretty good source.


Note that I’ve made no claims of timelines, products, etc?

Patently Apple

Patently Apple is an Apple Inc. centric blog focused on dissecting Apple's latest Intellectual Property. We mainly report on Apple's patent applications, granted patents and trademark filings that have been published by the US Patent and Trademark Office. Our reports are full of inventive images...

www.patentlyapple.com

The article was about Apple including micro-LED in the iPhone X and then pulling it "at the last minute." Patent filings have nothing to do that - no one has disputed that Apple works on a variety of technologies. That is public knowledge. We're talking about this notion that Apple pulls features "at the last minute," as if they don't have a clear product roadmap and clear technology test process. The "last minute" changes are nothing but Apple PR to build hype. I understand you may not like that Apple does that, but it is what it is and doesn't mean we have to fall for it.

Thank you again for confirming you have no evidence that outside parties are involved in Apple decisions, meaning any reports on internal Apple decisions, such as the inclusion of a specific feature in a specific device, comes from leaks.

 

[NT1440]

The article was about Apple including micro-LED in the iPhone X and then pulling it "at the last minute." Patent filings have nothing to do that - no one has disputed that Apple works on a variety of technologies. That is public knowledge. We're talking about this notion that Apple pulls features "at the last minute," as if they don't have a clear product roadmap and clear technology test process. The "last minute" changes are nothing but Apple PR to build hype. I understand you may not like that Apple does that, but it is what it is and doesn't mean we have to fall for it.

Thank you again for confirming you have no evidence that outside parties are involved in Apple decisions, meaning any reports on internal Apple decisions, such as the inclusion of a specific feature in a specific device, comes from leaks.

I’m asking you once again, other than your pure speculation, where the evidence is that this is an Apple PR tactic?

It’s just as likely that Supply Chain Analysts can say whatever they want and then say “delay” when their own timeframes don’t work out.

That’s it, I’ve asked in two threads now where the evidence for your claims are. Without any evidence both your and my theories are just as valid, but I don’t claim my theory to be the truth. So why are you so convinced it’s Apple themselves leaking information?

 

[goonie4life9]

I’m asking you once again, other than your pure speculation, where the evidence is that this is an Apple PR tactic?

It’s just as likely that Supply Chain Analysts can say whatever they want and then say “delay” when their own timeframes don’t work out.

That’s it, I’ve asked in two threads now where the evidence for your claims are. Without any evidence both your and my theories are just as valid, but I don’t claim my theory to be the truth. So why are you so convinced it’s Apple themselves leaking information?

I’ve asked you in multiple threads to provide evidence that Apple involves third in their decision-making process. You haven’t provided any, thus refuting your own claims. Absent evidence for your claim that third parties are included in Apple decisions, the only way a third-party can know about Apple’s decision is through leaks. That’s not a theory, that’s the definition of a leak - a person entitled to knowledge shares that knowledge with some third party not entitled to that knowledge. Apple is on record, for years, in interviews and product announcements, saying they don’t release products until they are just right. Apple has said for years they say “No” to many things. Apple has said for years they are “excited” by their product pipeline, are looking into a variety of technologies, etc. When the leaks perfectly match Apple’s overt PR, we’re left with not much choice other than this being nothing more than covert PR.