Apple hires former Samsung VP in attempt to jumpstart business in Korea

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While Apple has relentlessly been shifting outside supply chains in-house, it still has to rely on its competitor Samsung for its access to OLED displays.

"Apple appears to uphold its strategy to continue promoting OLED models".

Instead of relying on Samsung as a sole supplier, Apple has plans to rope LG into a bidding war with the South Korean company. About six months into the iPhone X's life cycle and people are already showing signs of being bored with Apple's most expensive iPhone yet. Apple is rumored to be working on three iPhone models for 2018 - an affordable 6.1-inch LCD model, and two higher-spec'd OLED models in 5.8-inch and 6.5-inch sizes.

"According to Apple news site PED3.0, Michael Olson, a senior researcher with Piper Jaffray found that 44 per cent people who didn't upgrade said that they baulked at the idea because their current "iPhone works fine", Fortune reported.

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In general, it is widely expected that prices of other smartphone OLED displays will decrease this year.

Apple has reportedly resorted to cost-cutting measures to keep the price at $799 for the LCD model.

Apple will be the biggest victor of the soon-to-be-expected reduced OLED panels price. Considering the production timeline, results of the supposed negotiations should be revealed in the coming weeks. However, for that it needs to strike a deal with its biggest rival, Samsung. Especially so after the disappointing sales of the iPhone X, as this guarantees money in Samsung's pocket.

The initial craze for the iPhone X made Apple over-estimate the demand and order its suppliers to manufacture heaps of iPhone X components so that it doesn't run short of the components to meet the impending demand.