Apple plans to adopt Samsung’s cutting-edge OLED display technology for its 20th anniversary iPhone in 2027, marking a significant leap forward in screen brightness, thinness and power efficiency, according to a new report Tuesday.
The move would see Apple implement Color Filter on Encapsulation (COE) technology for the first time in a traditional smartphone, following Samsung’s lead.
COE technology: New Samsung OLED display in 20th anniversary iPhone
Samsung Electronics will be first to bring COE technology to traditional smartphones with the Galaxy S26 Ultra, scheduled for release in early 2026, according to industry sources, ETNews reported. This represents a strategic move by Samsung to showcase its technological leadership ahead of Apple’s adoption of the same technology a year later. Apple’s first use of it is likely to be the 20th anniversary iPhone in 2027.
Samsung already successfully deployed COE in its Galaxy Z Fold 3 foldable phone, using the technology to achieve the ultra-thin profile required for foldable devices. The expansion to the Galaxy S26 Ultra will mark the first application of COE in Samsung’s premium bar-type smartphones.
Revolutionary display improvements coming to iPhone
COE technology promises substantial improvements over current OLED displays. It eliminates polarizing film that sits above traditional OLED panels. This polarizer, while essential for reducing reflections and improving contrast, absorbs a significant portion of the display’s own light output. So that requires more power to achieve desired brightness levels.
By removing the polarizer and instead applying the color filter directly onto the OLED’s protective encapsulation layer, Apple’s future iPhones will benefit from several significant advantages:
- The display stack will become noticeably thinner, contributing to slimmer overall device designs.
- More importantly, the removal of light-absorbing layers will allow more illumination to reach users’ eyes. That will deliver substantially higher brightness without the corresponding increase in power consumption.
- This efficiency could translate into meaningful battery life gains for iPhone users, as the display typically represents one of the largest power draws in modern smartphones.
- The enhanced brightness will also improve outdoor visibility and overall screen quality.
Technical challenges ahead for Apple
However, implementing COE technology presents unique engineering challenges. Without a polarizing layer, controlling reflections and glare becomes significantly more complex. Apple will need to develop sophisticated anti-reflective coatings and optimize pixel-level materials to maintain the outdoor readability that iPhone users expect.
The technology shift aligns with Apple’s rumored plans for a radical iPhone redesign in 2027. Industry reports suggest the 20th anniversary device could feature a completely bezel-less display that curves around all four edges. That could eliminate the familiar iPhone design language that has defined the product line since 2017’s iPhone X.
Broader implications for smartphone industry
Apple’s adoption of Samsung’s COE technology highlights the complex relationship between the two tech giants. They remain fierce competitors while maintaining crucial supplier partnerships. Samsung’s display division functions as a primary OLED supplier for iPhones, even as both companies compete directly in the smartphone market.
The timing of these display innovations also coincides with Apple’s expected entry into foldable phones. The company’s first foldable iPhone reportedly planned for 2026, preceding the 20th anniversary model by a year.
David Snow, an expert on Apple hardware and software, writes on a variety of technological and cultural topics for Cult of Mac. They include Apple news, technology buying guides, and features about computer setups and Apple TV shows and movies.
With 30 years of experience covering technology and other subjects, he has written and edited for numerous print and online publications, including CMP Media, TechTV.com, CNET, Wired News, Red Herring magazine, Law.com, The National Law Journal and Law Technology News magazine. Among other roles, he served as executive editor of the Law.com network of websites and editorial director, technology, for ALM Media.
Snow graduated with a B.A. from Syracuse University with majors in magazine journalism and psychology. While there, he worked as a reporter for The Daily Orange newspaper and associate editor of Equal Time magazine.
Founder of the blog At the Waterline, he can be reached on X (formerly Twitter) via @atthewaterline and on Mastodon via @dsnow.
