Apple hires former Samsung vice president to tackle Korea


With companies like Japan Display, LG and BOE wanting to supply Apple with OLED displays for 2019, Samsung will be under pressure to work with Apple to lower OLED prices for new 2018 iPhone models.

After the release of iPhone X in November 2017, Tim Cook had announced in February 2018 about its top-selling performance in the mobile market against all other rivals.

iPhone-maker Apple has hired Brandon Yoon, a former Samsung vice-president, to lead its operations in South Korea, reports Bloomberg's Mark Gurman. Present iPhone X models prices start at $999. The survey also showed a trend among respondents toward buying past years' iPhones.

iPhone X was recognized as the best-selling iPhone in February by Apple CEO Tim Cook. Apple plans to cease production of the iPhone X line, including its new models, according to Campling in a note to clients obtained by CNBC. A 5.8-inch iPhone may still be in production but probably at a lower price says analyst Ming-Chi Kuo of KGI Securities. And Kuo believes that one of these will be more popular than the others. Contrary to Cook's statement, a recent survey report in the U.S. revealed that Apple's iPhone X sales seem to get diminished in the first quarter of 2018 while the sales of iPhone 8 or 8 Plus has risen up since the last quarter of 2017.

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The analyst further says that Apple over-estimated the iPhone X demand so much that it has already made all the units it will need till the next iPhones arrive.

Will a sales "Supercycle" help the iPhone X shipments?

It is believed that the OLED panel accounts for about one-third of the total production cost of an iPhone X, which is now experiencing much lower sales than expected.

Nevertheless, the iPhone X's failure should not be seen as a bad thing by the customers who can now expect Apple to learn a lesson and price their upcoming phones more reasonably and bring more invention in the iPhone range to woo customers.