As the price of components like RAM and storage continues to skyrocket, Apple has reportedly asked display makers to reduce their prices in an attempt to keep iPhone production costs under control.
According to The Elec's report, Apple has suggested paying suppliers LG Display and Samsung Display around $70 per iPhone 18 Pro Max display. The report suggests that is angling to pay even less, with both companies aiming for per-panel price points of around $66.50.
Apple could pay as much as 20% less than it paid for 2025's iPhone 17 Pro Max displays if LG Display and Samsung Display succeed in meeting that sub-$67 goal.
A bigger price drop than the norm
The report notes that it's normal for the cost of iPhone displays to fall from one generation to the next. But the price reduction for the iPhone 18 Pro Max is unusually large.
This price drop is particularly notable given the display technology being used. It's been rumored that Samsung's latest M16 OLED displays will offer improved color and brightness performance while also lasting longer. The same technology is expected to make its way to the iPhone Ultra, too.
Apple is reportedly keen to spend as little as possible on iPhone displays this generation. This comes as the price of other key compoents, like RAM and storage, continue to increase.
It's hoped that Apple can offset some of those price increases by saving money elsewhere, including the display.
Despite Apple's efforts, it's still expected to increase the price of at least the iPhone 18 Pro Max when compared to the outgoing iPhone 17 Pro Max. Reports have suggested a price increase of at least $200 is very much on the table.
