Report says lower display prices could help reduce production costs as Apple faces higher memory and storage expenses.
Apple is reportedly negotiating lower display costs for the upcoming iPhone 18 Pro Max as it looks to offset rising memory and storage expenses that are expected to increase the overall cost of its next flagship smartphone.
According to a report from South Korea, Apple’s display suppliers Samsung Display and LG Display are supplying the iPhone 18 Pro Max’s screen at an average price of $66.50 per unit.
The reported cost is nearly 20% lower than the estimated $80 Apple paid for the iPhone 17 Pro Max’s display last year.
The reduction follows a broader trend in Apple’s display procurement strategy. Reports suggest the company paid more than $100 per panel for certain iPhone 16 Pro Max displays before securing lower prices for subsequent models.
Despite the lower production cost, the iPhone 18 Pro Max is not expected to compromise on display quality.
The report claims the device will feature Samsung’s latest M16 OLED organic material, which offers improved brightness efficiency, longer panel lifespan and enhanced colour accuracy compared with previous-generation technology.
By lowering display procurement costs, Apple is expected to reduce the overall bill of materials for the iPhone 18 Pro Max, helping offset the sharp increase in prices for memory and storage components that has affected the wider smartphone industry.
However, the savings may not be enough to prevent a retail price increase.
Industry reports have already suggested that Apple plans to raise prices for the iPhone 18 Pro Max due to higher component costs, particularly for RAM and storage.
While the cheaper display panels could soften the impact, analysts believe the flagship device may still launch at up to $200 more than its predecessor.
The smartphone industry has experienced sustained increases in memory and storage prices throughout 2026, prompting several major manufacturers to adjust pricing for their premium devices.
Companies including Samsung and Google have also cited rising component costs as a key factor behind expected price increases for their upcoming flagship smartphones.
Apple has not officially confirmed pricing or specifications for the iPhone 18 Pro Max.
The next-generation flagship is expected to be unveiled in 2027 as part of Apple’s 20th anniversary iPhone lineup, with rumours pointing to a redesigned device featuring upgraded display technology, under-display Face ID, larger batteries and enhanced artificial intelligence capabilities.