Core Insights - The upcoming third quarter is expected to see a significant increase in demand for OLED panels due to the launch of flagship products by Apple and major domestic brands, with a projected shipment of approximately 250 million AMOLED smartphone panels globally, marking a year-on-year growth of 11.7% and a quarter-on-quarter growth of 20.3% [1] Market Overview - In the third quarter of 2025, the global AMOLED smartphone panel shipment from South Korea is expected to account for 51.6% of the total, showing a year-on-year decrease of 0.8 percentage points but a quarter-on-quarter increase of 4.2 percentage points, primarily driven by short-term demand from Apple’s new device preparations; domestic manufacturers will hold a 48.4% share [4] - Samsung Display (SDC) is projected to see a year-on-year shipment growth of 7.1%, with its market share decreasing from 45.2% to 43.4%, reflecting a 1.8 percentage point decline; despite its technological advantages in LTPO backplanes, SDC is losing orders in the mid-range market [5] - BOE's AMOLED smartphone panel shipments are expected to grow by 30.8% year-on-year, with its market share increasing by 2.3 percentage points to 15.7%, benefiting from penetration in the mid-range market and continued breakthroughs in the high-end market [5] - Visionox's AMOLED smartphone panel shipments are anticipated to grow by 16.7% year-on-year, with a market share increase of 0.5 percentage points to 12.7%, attributed to effective operational strategies and stable demand in the mid-range market [5] - Tianma's AMOLED smartphone panel shipments are projected to grow by 28.4% year-on-year, with a market share increase of 1.3 percentage points to 10.0%, driven by stable demand from key customers and improvements in production technology and yield [5] Flexible Panel Insights - In the third quarter of 2025, flexible AMOLED smartphone panels are expected to account for 80.1% of total AMOLED smartphone panel shipments, reflecting a year-on-year increase of 3.6 percentage points and a quarter-on-quarter increase of 3.1 percentage points; South Korea's share will be 43.8%, down 1.4 percentage points year-on-year, while domestic manufacturers will hold 56.2% [6] - SDC's flexible AMOLED smartphone panel shipments are projected to grow by 9.3% year-on-year and 40.4% quarter-on-quarter, with a market share of 33.5%, down 2.3 percentage points year-on-year, facing increasing competition from domestic manufacturers [6] - BOE's flexible AMOLED smartphone panel shipments are expected to grow by 30.8% year-on-year and 9.3% quarter-on-quarter, with a market share of 19.7%, reflecting a 2.1 percentage point increase year-on-year, driven by significant growth in high-end flexible screen orders [8] - Visionox's flexible AMOLED smartphone panel shipments are anticipated to grow by 16.2% year-on-year and 54.2% quarter-on-quarter, with a market share of 13.7%, significantly above the industry average in terms of production line utilization [8] - Tianma's flexible AMOLED smartphone panel shipments are projected to grow by 28.4% year-on-year and 8.3% quarter-on-quarter, with a market share of 12.5%, reflecting a 1.1 percentage point increase year-on-year [8]