Apple is reportedly going all-in on OLED displays with the 2020 iPhones. But despite the big advances OLED represent, it seems that many users aren’t yet ready to part ways with their LCD screens.
At least, that’s one takeaway from a new report which claims that Apple is putting in more orders for the LCD iPhone 11, while sales of the higher-end iPhone 11 Pro Max remain flat.
The report comes from supply chain publication Digitimes. In a new report (paywall), it notes that:
“Apple reportedly has ramped up component orders for its LCD-based iPhone 11 that has seen better-than-expected demand but reduced those for iPhone 11 Pro Max that has seen flat sales, according to sources from Taiwan’s IC supply chain.”
The fact that the iPhone 11 is selling more than its higher-end siblings isn’t a total shocker. Sure, the iPhone 11 has only two rear cameras instead of three and an inferior display. But it also boasts the same performance and (if it matters to customers) more color options. Objectively, the iPhone Pro and Pro Max are better phones. But, at $699, the iPhone 11 costs $300 less than the 11 Pro. It’s also a massive $400 less — 43% lower — than an iPhone 11 Pro Max.
Do I think anyone prefers an LCD screen to an OLED one? No, I don’t. But I do think that the price issue matters to a lot more customers than the screen quality. If Apple’s 2020 iPhone ramps up the entry level price a whole lot, accounting for the OLED display and other innovations, that could put a lot of people off.
Maybe Apple will share a few more details of the iPhone 11 model breakdown during its upcoming earnings call. I wouldn’t bank on it, though.
