Samsung, Apple’s long-time display partner, seems unenthusiastic about supplying panels for this highly anticipated model. In contrast, LG Display is moving swiftly to capture the opportunity.

According to new industry reports, Samsung Display - the OLED-producing arm of Samsung - is showing hesitation when it comes to producing panels for Apple’s iPhone Pro model slated for release in 2027.

This cautious stance creates a major opening for LG Display, historically a secondary player in Apple’s screen supply chain, but now positioning itself to become a key supplier for what could be the most ambitious iPhone yet.

iPhone 20 Pro: Apple’s all-in design revolution

Leaks and insider analysis suggest that Apple may skip “iPhone 19” altogether and jump directly to “iPhone 20 Pro” in 2027 to emphasize the 20-year anniversary of the iPhone.

But this won’t be a typical refresh. Apple is planning a radical redesign.

Its goal is to create a truly all-screen front - eliminating long-familiar elements like the notch, Dynamic Island, or punch-hole camera. Instead, the selfie camera, Face ID sensors, and other essential components will be hidden beneath the display, creating a seamless, uninterrupted surface.

Going even further, Apple reportedly wants to adopt a “quad-curve” edge display. Inspired by Samsung’s older Galaxy Edge series, the screen would curve into the chassis on all four sides - not just the left and right - making the device appear like a pure piece of display glass when viewed head-on.

Samsung hesitates, LG Display steps forward

Despite years of experience supplying high-quality OLED screens for iPhones, Samsung Display’s reluctance to commit has surprised industry watchers.

Reports suggest the company is either uninterested or cautiously engaged in early-stage discussions without any firm commitments.

Meanwhile, LG Display is aggressively investing in new production lines and equipment capable of meeting Apple’s ambitious design and technological demands for 2027.

While Samsung weighs the risks, LG Display is moving decisively, hoping to capture a significant portion of what could be a highly lucrative and prestigious order for Apple’s 20th anniversary iPhone.

This move signals LG Display’s determination to step out of Samsung’s shadow and claim a stronger role in Apple’s supplier network.

Is Samsung avoiding a tech gamble?

There are at least two plausible reasons behind Samsung’s caution.

First, Apple is reportedly working on a foldable iPhone and has chosen Samsung as its exclusive screen supplier for that future model. This foldable project is complex, requiring immense R&D, production capacity, and quality control. Samsung may simply be too stretched to take on another major project.

Second, Samsung may be wary of the technological risks involved in the iPhone 20’s under-display camera and Face ID system. Samsung previously experimented with under-display cameras on its Galaxy Z Fold series, but reverted to punch-hole designs on the latest Galaxy Z Fold 7 - suggesting the tech isn’t yet perfect.

If Apple eventually has to scale back or adjust its ambitious plans due to technological constraints, Samsung could avoid the risk of wasted investment by waiting it out.

While Samsung hasn’t officially withdrawn from the project, its current reluctance leaves a strategic gap - one that LG Display is eager to fill.

With the iPhone 20 poised to become a symbolic leap in Apple’s history, the battle for screen dominance behind the scenes is likely to intensify in the coming years.

Hai Phong