Appointment as Chairman of the Korea Display Industry Association
"Uncertainty Grows Due to U.S. Tariff Policy"
Lee Cheong, CEO of Samsung Display, said about the pursuit by Chinese companies, "Chinese companies have copied a lot and followed major characteristics, but there is still a gap in flagship products and advanced technologies."
Before the first board meeting and regular general meeting of 2025 held on the 14th at Lotte Hotel Jamsil, Songpa-gu, Seoul, CEO Lee met with reporters and, when asked about the "pursuit by Chinese companies," he stated, "It is a very worrisome issue, but how to widen the technology gap again is important."
Lee Cheong, CEO of Samsung Display, is answering questions from the press ahead of the '2025 Korea Display Industry Association Annual General Meeting' held on the 14th at Lotte Hotel Jamsil, Songpa-gu, Seoul. Photo by Yonhap News
Currently, Chinese companies are rapidly catching up with domestic companies in the small and medium-sized display market for IT, including OLED (organic light-emitting diode).
According to market research firm TrendForce, Samsung Display ranked second in the global smartphone panel market last year with shipments of 378 million units, driven by premium OLED panel shipments for Apple iPhones and Samsung Galaxy smartphones. The first place was held by China's BOE. However, with Apple's expected diversification of suppliers, Samsung Display's shipments this year are forecasted to decrease by 3.5% from last year to 365 million units.
According to the industry, Samsung Display is known to supply panels for all models of the iPhone 16 series, including the standard, Plus, Pro, and Pro Max. BOE supplies panels only for the standard and Plus models, but there is speculation that BOE may expand its supply volume for iPhones in the future.
As Chinese companies are rapidly catching up, CEO Lee's plan is to maintain a technological super-gap through investments and continuous research and development (R&D). Samsung Display's strategy is to strengthen its position in IT and automotive panels in the small and medium-sized segment and in top-tier premium TV panels in the large-sized segment.
Regarding the "impact of the Trump administration's tariff policy," CEO Lee said, "The uncertainty has greatly increased," and predicted, "Since displays are components, the sets (finished products) will be affected first." He added, "If the sets are affected, naturally the components will be affected subsequently, so we will not be free from this either," and said, "We are closely monitoring the market situation and will work with associations and the industry to find countermeasures."
CEO Lee was inaugurated as the 10th chairman of the Korea Display Industry Association at the general meeting that day. Although the chairman's term is originally three years, he will serve as chairman for two years, succeeding Choi Ju-seon, CEO of Samsung SDI and former CEO of Samsung Display.
CEO Lee said, "Many are worried that the fierce OLED pursuit by China might lead to repeating the LCD (liquid crystal display) experience," but added, "If we detect changes early and lead with advanced technology, we will be able to continue to lead growth opportunities in the future."
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