Samsung has signed a supply deal with LG Display, which is expected to provide millions of OLED panels to Samsung, unlocking new options for the company to offer cheaper OLED TVs. LG Display is the only maker of the more affordable kind of OLED TV screens, as used in the likes of the LG C3 OLED. Samsung had entered the OLED market with its high-end QD-OLED screens, which are expensive but combine an OLED panel with quantum dot (QLED) technology. This new panel supply agreement should see Samsung start offering a number of cheaper OLED screens, expanding the range beyond a couple of top-tier displays.
While it is possible that Samsung could buy LG’s top-of-the-line Micro Lens Array OLED panels, it seems unlikely, as they cost about the same amount as its own QD-OLED panels. The only real value of this deal is the cheaper OLED options, which Samsung has no way to offer currently. It is expected that Samsung will release TVs with these OLED panels in 2024, expanding the range beyond a couple of top-tier displays.
Samsung had always considered OLED inferior to its own QLED tech, but part of Samsung’s business success over the years has been its ability to cater to any price bracket. OLED has gained a reputation for being the premium TV tech to have, so if Samsung wants to remain the biggest TV company in the world, it needs to embrace OLED. However, while Samsung’s QD-OLED screens have a clear distinction from regular OLED TVs, it is a little hard to see how cheaper models would differentiate themselves or why shoppers would opt for Samsung over one of the many excellent LG OLED TVs, especially if Samsung still won’t embrace Dolby Vision HDR.
It remains to be seen whether Samsung’s strategy will be aggressive pricing or simply trust in the Samsung brand to push its OLED displays. The deal also raises questions about the future of Samsung Mini-LED models, as all the rules are out the window.
