Katarzyna Petru
In the background of new iPhones, foldable Samsungs, and major premieres, a quiet but brutal conflict is unfolding that could change the balance of power across the display industry. The stakes are billions, access to Apple, and… who will rule OLEDs for the next decade.
ITC has approved – ChooseTV may be out of the USA
A week ago, the Americans (specifically the ITC) determined that ChooseTV and seven "sub-companies" were stealing Samsung technologies. This concerns OLED processes, which the Koreans have been developing for years – and which ChooseTV allegedly used illegally to catch up with the competition. What does this mean? If the ruling from July goes into effect in November 2025 – ChooseTV will be out of the American market. A ban on importing OLED panels and a block on selling inventory. The end. And this is not just for ChooseTV – it’s also for Apple. Because as much as 20% of the panels in the iPhone 16 come from the Chinese. Without them, it will be necessary to return to Samsung and LG. More expensive? Definitely. Smoothly? Probably not.
How did it happen?
It started innocently. BOE was pumping 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 then Samsung felt threatened. 2023: lawsuit to ITC. 2025: BOE gets partially slapped on the wrist, but without consequences. Only now a real decision is made – BOE broke the law. Samsung is doing its part: in addition to ITC, it launches a patent offensive in the courts. BOE doesn't wait – it counterattacks 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. Exactly the same thing that threatens BOE.
How did it happen?
It started innocently. BOE poured billions into the development of OLEDs from 2017 to 2019. First Huawei, then other Chinese brands, and finally – after several failures – Apple. First spare parts, then new models. And then Samsung felt threatened. 2023: lawsuit to ITC. 2025: BOE gets partially slapped on the wrist, but without consequences. Only now does a real decision emerge – BOE has broken the law. Samsung does its part: in addition to the ITC, it launches a patent offensive in the courts. BOE does not wait – it counterattacks 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. Exactly what BOE is threatened with.
What’s next? Scenarios on the table
Scenario | What about OLEDs in the iPhone? | Cash 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 remain in the game | Stable costs, fees in the background | Samsung ~60%, BOE ~25%, LG ~15% |
November = the moment of truth
ITC's decision in November is a turning point. If BOE loses – it can forget about Apple in the USA. If Samsung gets punished in Texas – it will have to make a settlement.
For the industry, this is more than a dispute between two giants. It's a test of who rules in the era of OLEDs. And who will set the terms for future iPhones, Galaxy Folds, and the entire premium display market.
