Samsung vs BOE – The Battle for OLEDs that could turn the market upside down!

Calendar 7/23/2025

Samsung wants to block BOE in the US. Apple may lose its OLED screen supplier for the iPhone 16. What does the ITC ban mean for the display market?

In the backdrop of new iPhones, foldable Samsung devices, and major launches, a quiet but brutal conflict is unfolding that could reshape the balance of power across the display industry. At stake are billions, access to Apple, and… who will dominate OLED technology for the next decade.

ITC has given the green light – BOE could be out of the USA

A week ago, the Americans (specifically ITC) determined that BOE and seven "subsidiaries" were stealing Samsung's technologies. This concerns OLED processes that the Koreans have been developing for years – and which BOE allegedly used illegally to catch up with the competition. What does this mean? If the verdict from July comes into effect in November 2025 – BOE will be out of the American market. A ban on the import of OLED panels and a blockage on the sale of stock. That's it. And it's not just for BOE – it's also for Apple. Because as much as 20% of the panels in the iPhone 16 come from the Chinese. Without them, there will have to be a return to Samsung and LG. More expensive? Definitely. Smoothly? Probably not.

How did it happen?

It all started innocently. BOE pumped billions into OLED development between 2017 and 2019. First Huawei, then other Chinese brands, and finally – after a few failures – Apple. First spare parts, then new models. And that's when Samsung felt threatened. 2023: lawsuit to the ITC. 2025: BOE gets a partial slap on the wrist, but with no consequences. Only now is a real decision made – BOE has broken the law. Samsung is doing its thing: besides the ITC, it launches a patent offensive in the courts. BOE doesn’t wait – it strikes back with lawsuits in Texas. In May and July, it targets key Galaxy technologies and demands… a ban on the sale of Fold devices and the S25 series in the USA. Exactly the same thing that BOE is facing.

How did it come to this?

It started innocently. BOE pumped billions into OLED development from 2017 to 2019. First Huawei, then other Chinese brands, and finally – after several failures – Apple. First spare parts, then new models. And that’s when Samsung felt threatened. 2023: lawsuit to the ITC. 2025: BOE gets partly slapped on the wrist, but with no consequences. Only now a real decision is made – BOE broke the law. Samsung does its thing: besides the ITC, it launches a patent offensive in courts. BOE doesn’t wait – it counters with lawsuits in Texas. In May and July, it targets key Galaxy technologies and demands… a sales ban on the Fold and S25 series in the USA. In other words, exactly the same threat that faces BOE.

What’s next? Scenarios on the table

Scenario

What about OLEDs in iPhone?

Money and costs

Who gains, who loses

Samsung wins ITC

BOE falls out, Samsung and LG take over the market

Panel prices up

Samsung >70% market share

BOE wins in Texas

Samsung may face a ban on Galaxy in the USA

Forced settlement, BOE stays

BOE 20–25%, still a supplier for Apple

Settlement / licenses

Both sides still in the game

Stable costs, fees in the background

Samsung ~60%, BOE ~25%, LG ~15%

November = moment of truth

The ITC decision in November is a turning point. If BOE loses – it can forget about Apple in the USA. If Samsung gets a slap on the wrist in Texas – it will have to go for a settlement.

For the industry, this is more than a dispute between two giants. It’s a test of who rules in the OLED era. And who will set the terms in future iPhones, Galaxy Folds, and the entire premium display market.

Katarzyna Petru Avatar
Katarzyna Petru

Journalist, reviewer, and columnist for the "ChooseTV" portal