Samsung is not only Apple’s primary competitor in the smartphone market but also its largest partner. Recent reports suggest that this partnership is strengthening further as Samsung has restructured its team to better respond to Apple’s demands.
The A-Business Unit of Samsung Display, which previously included the A-Development Team and A-Sales Team, is now split into an A-Development Office, with the A-Sales Team integrated into the strategic marketing department. Additionally, Samsung created the M Business-Commercialization Team, focusing on developing microdisplays for mixed reality devices such as augmented reality headsets.
This transformation aims to bolster Samsung’s collaboration with Apple. As Apple’s primary display supplier, Samsung’s role is poised to expand as Apple prepares to transition a larger portion of its products to OLED technology. An increase in demand for OLED displays in Apple’s product lineup-including potentially their tablets and MacBooks-suggests that Cupertino will source even more screens from Samsung. In response to these changes, Samsung is doubling its efforts in OLED innovation, exploring new production techniques to enhance screen quality and efficiency.
In the context of augmented and mixed reality, Samsung’s new team is pioneering efforts to advance microdisplay technology. These developments align with the growing industry trend toward immersive technology. This strategic alignment with Apple not only reinforces Samsung’s foothold as a leading display manufacturer but also positions it at the forefront of technological innovation in the burgeoning AR market.
