Apple's iPad Pro models with OLED displays, due to be released in 2024, could be significantly more expensive than the current iPad Pros and even more expensive than some MacBook Pros currently on the market, according to a new report from Korea.
As The Elec reports from industry sources experience Apple is already thinking about its pricing strategy for next year's two OLED iPad Pro models. Current estimates are $1,500 for the 11-inch model and $1,800 for the 13-inch model. This would make the 11-inch model more than 80 percent more expensive than the current 11-inch iPad Pro with LED Liquid Retina display, which starts at $799 (€1,049), and the 13-inch model more than 60 percent more expensive than the current 12.9-inch iPad Pro with mini-LED Liquid Retina XDR display, which starts at $1,099 (€1,449).
iPad Pro with OLED display could set new price records
The estimated OLED prices even exceed the prices of some MacBook Pro models currently on sale. For example, the 13.6-inch MacBook Air with M2 chip starts at $1,199 while the 13-inch MacBook Pro with M2 chip starts at $1,299. According to the Korean report, the industry's reaction to the price increases is divided: some consider them appropriate given the switch to superior OLED technology that will attract Apple's loyal customer base, while others believe the prices will make it difficult to maintain sales as iPads are not the replacement for iPhones. The main reason cited for the price increase is the high proportion of material costs in sourcing the OLED panels.
Apple is faced with significantly higher costs
Apple is believed to be currently negotiating with Samsung and LG Display over the price of supplying the panels, whose specifications require the use of production processes that have not previously been combined for OLED panels of the required size. According to The Elec, the price of supplying OLED panels for existing 10-inch devices is around $100-150, while the cost of the processes to produce the 11- and 13-inch panels required by Apple is likely to be closer to $270 and $350, respectively.
The report points out that the industry's current price estimates for the OLED iPad Pro may change in the future. The OLED panels to be supplied by LG and Samsung are still in the development phase, so panel prices have not yet been finalized. However, panel suppliers Samsung, LG and BOE are reported to be concerned that Apple's OLED iPad Pro prices and supply forecasts could have a negative impact on their profits and investments in production lines. Samsung will invest in eighth-generation OLED production lines, which should "theoretically" lead to cheaper panels but are already earmarked for Apple's future OLED MacBooks, which are also due to launch in 2024. (Image: Apple)
