Apple asks for a discount on the iPhone 18 Pro Max screen to push component costs

Illustration of the iPhone 18 Pro Max screen. (photo: x @rockleaks)

JAKARTA - Apple is reportedly asking panel manufacturers to lower the price of iPhone 18 Pro Max screen supplies. This step was taken by the Cupertino-based technology company as an effort to control the total cost of iPhone production amid a surge in the price of other components, such as RAM and storage memory that continues to skyrocket.

Based on a report from industry media The Elec, Apple has submitted a price offer of around 70 US dollars per unit for the iPhone 18 Pro Max screen panel to its two main suppliers, namely LG Display and Samsung Display. The report also indicates that Apple is trying to push the figure even further, where both panel manufacturers are currently targeting a price point of around 66.50 US dollars per unit.

If LG Display and Samsung Display manage to meet the target price below 67 US dollars, Apple has the potential to pay panel costs up to 20 percent cheaper than the price of the iPhone 17 Pro Max screen released in 2025.

The decrease in screen component prices from one generation to the next is actually a common occurrence in the industry supply chain. Nevertheless, the projection of price cuts for iPhone 18 Pro Max screen components this time is considered very large and unusual.

This aspect of the price reduction is the main highlight given that the screen technology to be embedded is the latest generation. Rumors circulating say that Samsung's latest M16 OLED panel will offer improved performance in terms of color and brightness, as well as longer battery life. Similar panel technology is expected to be adopted in the Ultra iPhone model.

Apple is reportedly very committed to minimizing spending on the visual display sector for this generation. Efforts to save on the screen spending post are expected to cover some of the impact of rising prices of other vital components, especially RAM and storage space, which continue to creep up.

Although Apple has made various cost-efficiency efforts, the retail selling price for this highest model is expected to still increase. A number of external reports indicate that the potential price increase of at least 200 US dollars for the iPhone 18 Pro Max is currently being carefully considered, compared to the launch price of the iPhone 17 Pro Max.