Apple's foray into OLED for its iPad Pro line was intended as a premium upgrade. Thinner design and stunning visuals were expected. However, early signs indicate a more challenging experience than anticipated. Reports suggest that the OLED iPad Pro has not achieved strong sales, leading Apple to reconsider its overall OLED strategy.
iPad Pro's Price Tag: A Challenge to OLED Triumph
The OLED iPad Pro, equipped with next-generation display technology including tandem OLED, hybrid design, and a reduced profile, has not become the blockbuster Apple anticipated last year. The likely reason is its price. Despite revolutionary features, the added cost apparently deterred many potential customers. Shipments are reportedly below expected levels. Panel makers initially prepared for mass orders, but the market response has been different.
Revised Roadmap: OLED for iPad and MacBook – Slower, but Broader
The modest reception of the OLED iPad Pro appears to have triggered a strategic review at Cupertino. Apple is reportedly revising its OLED transition roadmap, according to industry sources. Here's an overview of the updated plans:
Tablets: A Shift in Priorities
- iPad mini OLED: Still planned for 2026, utilizing a hybrid OLED layout, but likely a lower-cost single-stack setup compared to the Pro.
- iPad Air OLED: Accelerated timeline. Previously expected in 2028, now targeted for 2027, employing a hybrid, single-stack OLED.
- iPad Pro OLED Upgrade: Postponed. Instead of a 2027 refresh, the next OLED iPad Pro is delayed to 2028. This model is rumored to introduce cutting-edge COE (Capsule OLED Encapsulation) technology alongside the tandem display.
- Foldable iPad: Post-2028. Its arrival is expected to feature tandem display and COE technology, similar to the upgraded iPad Pro.
MacBooks: Pro First, Air Later
- MacBook Pro OLED: Remains on schedule for a late 2026 release. It will utilize Samsung's 8th-generation OLED series, featuring hybrid design, tandem display, and Oxide TFT.
- MacBook Air OLED: Delayed significantly. Originally scheduled for 2027, OLED for the Air is now pushed beyond 2028. Like the iPad mini and Air, it will use a shared hybrid, single-stack OLED due to budget considerations.
M5 iPad Pro: More of the Same
Adding to the uncertainty, rumors suggest the new M5 iPad Pro may lack significant upgrades beyond the chip. Rumors indicate the display technology will be similar to current models. If true, this limited innovation could further reduce demand, making it more challenging for Apple to boost OLED iPad Pro sales.
The Big Picture: OLED Everywhere Eventually
Despite initial challenges with the iPad Pro and roadmap adjustments, the long-term strategy remains clear. Experts predict OLED will become the primary display technology for Apple's iPad and MacBook lines by 2028-2029. The potential introduction of foldable devices could also accelerate OLED adoption. While the OLED iPad Pro launch serves as a cautionary example, Apple's commitment to OLED technology for its broader device ecosystem seems firm. The path may be slightly adjusted from the original plan, but the destination – an all-OLED Apple – still appears to be the eventual goal.
