Samsung Ramps Up Foldable And VR Display Units In Preparation For Apple's Onslaught

In a strategic move to strengthen its market position, Samsung SSNLF is reportedly reorganizing its display unit to focus on foldable screens and extended reality microdisplays.

A report by PhoneArena on Dec.11, 2023, revealed that the Samsung Display is undergoing a significant reorganization. The company’s new strategy aims to lead in the development of foldable screens for smartphones and other devices, as well as extended reality microdisplays.

The reorganization comes amid rising competition from Oppo and OnePlus, who have outshone Samsung in the foldable phone market this year. To counter this, Samsung is planning to redesign the Galaxy Z Fold 6 and Z Flip 6.

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Additionally, Samsung is gearing up for a potential surge in demand for tablets and laptops with foldable displays. The company is betting on its advanced technology to make market entry difficult for competitors, with a particular focus on Apple AAPL, which is working on Macs and iPads with foldable displays.

Samsung is also preparing for an expected boom in demand for high-resolution microdisplays for AR/VR devices, which is projected to coincide with the release of Apple’s Vision Pro headset. The microdisplay development team has reportedly been shifted from the research wing to the product development and commercialization team.

As for foldable phones, the revamped display business division will reportedly “focus on making foldables mainstream and securing differentiated technologies.” The efforts are expected to start showing results as early as the Galaxy Z Fold 6 release.

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