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Samsung reorganizes its display panel business to strengthen its future

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Last updated: December 11th, 2023 at 10:18 UTC+01:00

Samsung Display, a display manufacturing division of Samsung Electronics, makes OLED panels for laptops, monitors, smartphones, tablets, TVs, and wearables. It recently acquired eMagin to strengthen its future in the growing AR (Augmented Reality) headset segment. Now, the company has reorganized itself to improve its Apple business prospects and other growth areas, such as foldable phones.

Samsung Display reorganizes itself to gain more orders from Apple for its foldable products

According to a report from TheElec, Samsung Display has reorganized itself to respond better to demands from Apple, which is currently one of its most important clients. Samsung Display has reorganized to strengthen its ‘A (Apple) Business Team' to focus on creating technologies that could lead to it supplying foldable OLED panels for Apple's possible foldable iPads and iPhones. Samsung Display Vice President Choi Kwon-young, who was heading the planning team at the company's headquarters, has now been moved to the A Business Team.

The company has also reorganized resources to share the synergy between its small display (smartphones), medium display (tablets), and IT display (monitors and laptops) divisions. Samsung Display CEO Choi Joo-sun was recently retained in the company's CEO reshuffle, which could mean that Samsung Electronics is happy with his performance. Samsung Display currently has the best sales and profits in the segment but needs to find future growth opportunities.

Samsung Display is developing new technologies for even better foldable phones. With the intent of getting orders from Apple for its foldable display products, the South Korean firm has created foldable product development and foldable panel development teams. The company is reportedly working on 20.25-inch foldable panels for future Apple products.

Samsung has an eye on the growing AR display panel business

The company's large-sized OLED panel division is expanding the collaboration between sales, marketing, and product planning teams. Moreover, the Display Research division plans to contribute more to the overall business by developing newer technologies. With this effect, the microdisplay team has been shifted from SAIT (Samsung Advanced Institute of Technology) to an organization directly under Samsung Display CEO Choi Joo-sun. Late last year, the division started working on the ‘M Project' for microdisplays, and all stages of testing and commercialization are expected to begin soon.

For its OLEDoS display panels for AR and VR devices, Samsung Display has opted for the WOLED+CF method that uses White OLED panels in combination with red, green, and blue color filters. The company plans to create LEDoS panels that place LEDs on silicon substrates. This technology could be similar to Micro LED, offering higher brightness and lower chances of burn-in due to the absence of organic material.

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