Counterpoint Research says rising memory costs are reshaping the Organic Light-Emitting Diode (OLED) industry in 2026, with companies like Apple Inc. (NASDAQ:AAPL) and Samsung Electronics Co. Ltd. (OTC:SSNLF) shifting strategies toward premium devices and new form factors to navigate pressure on demand.

Smartphone Segment Weakens As Costs Rise

Counterpoint said on Tuesday that it expects global OLED shipments to remain flat in 2026, as smartphone OLED panel shipments decline 3% year-over-year due to memory cost inflation and broader component pricing pressures.

Analysts noted that rising costs are hitting mid-range and entry-level smartphones the hardest, pushing Original Equipment Manufacturers (OEMs) to rebalance portfolios.

This shift is reducing rigid OLED demand, while flexible OLED demand remains flat, and overall smartphone growth expectations have been revised down.

Apple And Samsung Push Premium And Foldables

Counterpoint highlighted that OEMs are prioritizing higher-margin devices to offset rising costs. Foldable OLED panels are still projected to grow 34% Y/Y—though lower than prior estimates—driven by Apple's upcoming foldable smartphone and new models from Samsung and other OEMs.

At the same time, Apple is accelerating OLED adoption in notebooks, particularly through MacBook Pro models, helping drive growth in premium IT segments where higher average selling prices can absorb cost pressures.

IT And Automotive Offer Partial Offset

Counterpoint expects stronger growth in IT OLED applications, with monitors projected to grow 45% Y/Y, tablets 13%, and notebook PCs 33%, as premium devices and AI PCs gain traction.

The automotive segment is also expected to grow, though forecasts have been lowered due to ongoing component cost pressures and softer production outlooks.

AAPL Price Action: Apple shares were down 0.03% at $258.75 during premarket trading on Wednesday, according to Benzinga Pro data.

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