On August 22, according to the Seoul Economic Daily, a South Korean media outlet, Samsung Display recently restructured its small and medium-sized display business unit. Previously, smartphones and IT panels were handled by the same mass production technology department, but the company has now split this department into two separate units based on product characteristics. In addition, the company has established a new small and medium-sized display (DM) team focused on improving yield and quality.
It is understood that the core purpose of this organizational restructuring is to flexibly apply the best technologies and processes according to the needs of different customers. For example, for mobile phone panels, lightweighting and improving battery efficiency are top priorities, making ultra-thin panels and low-power processes crucial. In contrast, IT panels, due to their larger screens and longer usage time, require greater attention to large-area uniformity to minimize screen burn-in and maintain consistent color and brightness across the entire panel.
Furthermore, in anticipation of the upcoming foldable iPhone model, Samsung is actively preparing to seize the initiative in this next-generation strategic product. It is understood that Apple plans to launch a foldable iPhone as early as the second half of next year, and Samsung Display is building a dedicated production line for foldable OLED displays.
Image source: Samsung Display
The report points out that in order to cope with competition from panel manufacturers such as BOE, Samsung Display has recently made frequent adjustments to its organizational structure. In early August, the company added dozens of employees to its "A Quality Team" (responsible for managing the quality of display panels supplied to Apple); in July, the company established a sales department within its business teams specifically responsible for OLEDs in the IT field.
A company executive stated, "As a key customer, Apple has always maintained stringent quality standards. To ensure continued dominance in Apple's supply chain, the company is rapidly restructuring its organization." (Translated by TrendForce Display)
