Apple Inc. is expected to adopt a next-generation non-polarizing display technology for its upcoming iPhone models, potentially reshaping the supply chain landscape for South Korean panel makers Samsung Display Co. and LG Display Co.

Samsung Display first commercialized color filter on encapsulation (CoE) in the Galaxy Z Fold3 in 2021. LG Display has since followed suit, recently committing 1.26 trillion won ($875 million) to upgrade its OLED production facilities to support the technology. CoE eliminates the conventional polarizing film in OLED displays to enhance light efficiency and reduce power consumption.

Market research firm Omdia reported that Apple plans to introduce CoE in its first foldable iPhone expected in 2026 and apply it to a slim standard model, tentatively named ‘iPhone Air,’ by 2027.

Apple’s move is seen as part of its shift to more power-efficient hardware for on-device AI, enabling thinner devices and improved integration with under-panel cameras (UPCs).

Industry observers expect CoE to expand beyond foldables to standard smartphones and tablets, with non-polarizing panels emerging as a new standard in premium display segments. Analysts forecast rapid growth in CoE panel shipments over the next decade, fueled by rising demand from top-tier smartphone makers.

“Non-polarized panel technology, once exclusive to foldable devices, is now central to trends such as AI, low power consumption, and ultra-slim design,” a display industry source said.

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