On Thursday, Lee Chung, President and Chief Executive Officer (CEO) of Samsung Display, expressed his company’s readiness to supply next-generation displays such as foldable organic light-emitting diodes (OLEDs) and micro light-emitting diodes (MicroLEDs) to North American tech giants like Apple and Tesla. Lee stated that they’re always prepared to take on new challenges in uncharted territories.
Speaking to reporters after the K-Display 2025 Korea Display Industry Exhibition at COEX Convention & Exhibition Center in Seoul’s Gangnam district, Lee answered questions about supplying display panels for next-generation products to major North American clients. He affirmed that it’s absolutely necessary, and we’re working diligently to make it happen.
Samsung Display has long been a display supplier for Apple. The company’s foldable panel is expected to be featured in Apple’s foldable iPhone, slated for release next year. At the exhibition, Samsung Display unveiled a 6,000-nit brightness MicroLED designed for smartwatches, signaling their intent to secure orders from Apple.
Regarding the timeline for mass production of MicroLED, Lee explained that they’re making significant internal preparations and performing key developments. Further noting that, however, mass production also requires our customers to be ready, so they need to align these aspects effectively.
Commenting on President Donald Trump’s Wednesday announcement to impose a 100% tariff on all semiconductors imported into the U.S., Lee predicted potential profitability declines, as set manufacturers (finished goods companies) may pass on the cost burden.
He elaborated that with semiconductors being a crucial component in finished products, costs will inevitably rise. Further adding that as set prices increase, there will likely be pressure to cut prices across the board, affecting not just displays but various component suppliers.
Looking ahead to the second half of the year, when U.S. tariffs are set to take full effect, Lee noted that typically, the display market performs well in the latter half of the year. However, tariffs will likely drive up finished product prices, potentially slowing consumer spending. He added that they’re concerned that its customers might adopt a more conservative operational approach.
Lee mentioned that Samsung Display has not yet considered investment plans for a U.S. factory.
Addressing analyses suggesting that the OLED Television market has hit a demand slowdown or chasm, Lee countered that the display industry has continuously evolved from cathode ray tubes (CRTs) to liquid crystal displays (LCDs), and now to OLEDs. He asserted that it’s witnessing a significant uptick in OLED demand, and the next-generation OLED on Silicon (OLEDoS) panels are poised to become a crucial pillar of the business moving forward.
