That performance stands out against the wider market. Total smartphone-panel shipments—including LCD and OLED—were approximately 1.12 billion units, up just 2.9% year over year. Sigmaintell’s broader market assessment indicates that overall handset demand remained under pressure, with panel shipments supported by factors including advance channel inventory, strong sales across Apple’s lineup and replacement-market demand.

Apple demand was the main growth engine

Apple was a particularly important source of incremental demand for Samsung Display. Sigmaintell’s first-quarter data showed Samsung Display’s flexible OLED shipments rising sharply, with the company’s smartphone-panel shipments to Apple increasing by about 14 million units year over year.

The implication is important for interpreting Samsung Display’s H1 result: the company’s growth was concentrated in premium flexible OLED demand, especially orders connected to Apple, rather than reflecting an equally strong recovery across every smartphone display category. Rigid OLED shipments, for example, declined in Sigmaintell’s first-quarter market assessment even as flexible OLED shipments grew.

Samsung’s flexible-OLED result is not directly comparable with BOE’s total-market lead

BOE remained the leading supplier when measured across the entire smartphone-panel market. It shipped approximately 280 million panels in H1 2026 and held a 25.2% share, with shipments up 7.1% year over year.

That comparison needs to be made carefully:

• Samsung Display’s approximately 120 million figure refers specifically to flexible OLED smartphone panels.
• BOE’s approximately 280 million figure covers all smartphone-panel technologies, including LCD and OLED.
• BOE’s flexible OLED shipments were reported at approximately 81.4 million panels, up 14.6% year over year.

On the narrower flexible-OLED measure, Samsung Display therefore shipped substantially more panels than BOE in the first half. On the broader all-technology measure, BOE remained ahead because of its much larger LCD and overall panel volume.

Second-half demand could improve with new Apple launches

Sigmaintell expects flexible OLED demand to strengthen in the second half as new Apple and Samsung devices enter the market. The anticipated iPhone 18 Pro models and Apple’s first foldable iPhone are expected to increase panel procurement, although those product plans remain based on industry reports and expectations rather than confirmed shipment results.

Separate Counterpoint Research forecasts put full-year 2026 foldable smartphone-panel shipments at approximately 27.5 million units, up about 24% from 2025. The forecast also expects revenue to rise about 48% to roughly $4.4 billion, with the second half accounting for about 64% of the year’s shipments.

For Samsung Display, the potential significance extends beyond unit volume. Foldable devices require premium, technically demanding panels, and reports indicate that Samsung Display has received approval to begin module production for Apple’s first foldable iPhone, with an initial order of around three million panels scheduled for delivery in 2026.

What the A7 plant adds to Samsung Display’s strategy

Samsung Display has restarted construction planning for the A7 OLED plant at the Asan 2 complex after the project was paused in 2021. The company approved structural work at an investment review meeting on August 7, 2026, plans to begin placing orders in August, expects full-scale construction to start in 2027 and is targeting completion in early 2028.

Industry reports describe the expected A7 investment as several trillion won, although a final project figure has not been disclosed. The facility is intended to support foldable-smartphone OLED production and XR microdisplays.

A7 would expand, rather than replace, Samsung Display’s existing Asan capabilities. The site would join the established A3 small- and medium-sized OLED operation and the company’s 8.6-generation IT OLED line, which entered mass production in 2026. Together, the facilities would give Samsung Display capacity across smartphone and foldable panels as well as larger OLED applications for laptops and tablets.

A7 is part of a KRW 67 trillion display investment plan

Samsung Display has said it plans to invest KRW 67 trillion in display-related businesses through 2040, with a focus on next-generation OLED and high-resolution microdisplay production in the Asan and Cheonan areas.

The A7 restart can therefore be viewed as a long-term capacity decision, not simply a response to one product cycle. Near-term demand is being supported by Apple’s iPhone business and the expanding foldable category; the broader investment plan is designed to leave Samsung Display better prepared for premium flexible OLED, XR and IT OLED demand as those markets develop.

The key caveat is timing. A7 is not expected to be completed until early 2028, so it cannot immediately solve short-term capacity constraints. Its strategic value lies in giving Samsung Display additional production flexibility if Apple’s foldable entry and Samsung’s own foldable lineup convert current expectations into sustained panel demand.

That performance stands out against the wider market. Total smartphone-panel shipments—including LCD and OLED—were approximately 1.12 billion units, up just 2.9% year over year. Sigmaintell’s broader market assessment indicates that overall handset demand remained under pressure, with panel shipments supported by factors including advance channel inventory, strong sales across Apple’s lineup and replacement-market demand.

Apple demand was the main growth engine

Apple was a particularly important source of incremental demand for Samsung Display. Sigmaintell’s first-quarter data showed Samsung Display’s flexible OLED shipments rising sharply, with the company’s smartphone-panel shipments to Apple increasing by about 14 million units year over year.

The implication is important for interpreting Samsung Display’s H1 result: the company’s growth was concentrated in premium flexible OLED demand, especially orders connected to Apple, rather than reflecting an equally strong recovery across every smartphone display category. Rigid OLED shipments, for example, declined in Sigmaintell’s first-quarter market assessment even as flexible OLED shipments grew.

Samsung’s flexible-OLED result is not directly comparable with BOE’s total-market lead

BOE remained the leading supplier when measured across the entire smartphone-panel market. It shipped approximately 280 million panels in H1 2026 and held a 25.2% share, with shipments up 7.1% year over year.

That comparison needs to be made carefully:

• Samsung Display’s approximately 120 million figure refers specifically to flexible OLED smartphone panels.
• BOE’s approximately 280 million figure covers all smartphone-panel technologies, including LCD and OLED.
• BOE’s flexible OLED shipments were reported at approximately 81.4 million panels, up 14.6% year over year.

On the narrower flexible-OLED measure, Samsung Display therefore shipped substantially more panels than BOE in the first half. On the broader all-technology measure, BOE remained ahead because of its much larger LCD and overall panel volume.

Second-half demand could improve with new Apple launches

Sigmaintell expects flexible OLED demand to strengthen in the second half as new Apple and Samsung devices enter the market. The anticipated iPhone 18 Pro models and Apple’s first foldable iPhone are expected to increase panel procurement, although those product plans remain based on industry reports and expectations rather than confirmed shipment results.

Separate Counterpoint Research forecasts put full-year 2026 foldable smartphone-panel shipments at approximately 27.5 million units, up about 24% from 2025. The forecast also expects revenue to rise about 48% to roughly $4.4 billion, with the second half accounting for about 64% of the year’s shipments.

For Samsung Display, the potential significance extends beyond unit volume. Foldable devices require premium, technically demanding panels, and reports indicate that Samsung Display has received approval to begin module production for Apple’s first foldable iPhone, with an initial order of around three million panels scheduled for delivery in 2026.

What the A7 plant adds to Samsung Display’s strategy

Samsung Display has restarted construction planning for the A7 OLED plant at the Asan 2 complex after the project was paused in 2021. The company approved structural work at an investment review meeting on August 7, 2026, plans to begin placing orders in August, expects full-scale construction to start in 2027 and is targeting completion in early 2028.

Industry reports describe the expected A7 investment as several trillion won, although a final project figure has not been disclosed. The facility is intended to support foldable-smartphone OLED production and XR microdisplays.

A7 would expand, rather than replace, Samsung Display’s existing Asan capabilities. The site would join the established A3 small- and medium-sized OLED operation and the company’s 8.6-generation IT OLED line, which entered mass production in 2026. Together, the facilities would give Samsung Display capacity across smartphone and foldable panels as well as larger OLED applications for laptops and tablets.

A7 is part of a KRW 67 trillion display investment plan

Samsung Display has said it plans to invest KRW 67 trillion in display-related businesses through 2040, with a focus on next-generation OLED and high-resolution microdisplay production in the Asan and Cheonan areas.

The A7 restart can therefore be viewed as a long-term capacity decision, not simply a response to one product cycle. Near-term demand is being supported by Apple’s iPhone business and the expanding foldable category; the broader investment plan is designed to leave Samsung Display better prepared for premium flexible OLED, XR and IT OLED demand as those markets develop.

The key caveat is timing. A7 is not expected to be completed until early 2028, so it cannot immediately solve short-term capacity constraints. Its strategic value lies in giving Samsung Display additional production flexibility if Apple’s foldable entry and Samsung’s own foldable lineup convert current expectations into sustained panel demand.