New research from UBI Research indicates Apple will not adopt Color Filter on Encapsulation (CoE) OLED technology in its iPhone lineup until late 2029, despite earlier expectations for a 2027 rollout in the 20th anniversary model. CoE OLED eliminates the polarizing layer, enabling thinner, brighter, and more power-efficient displays. Apple had previously planned to use the technology in the iPhone 20 Pro, but now cites cost concerns and immaturity at scale as reasons for the delay.

The report notes Samsung has used a version of CoE in its Galaxy Z Fold3 since 2021, raising questions about Apple’s eight-year wait. ET News suggests Apple now views the technology as useful but remains hesitant due to added production costs during a period of rising iPhone prices. Benefits include improved brightness, reduced power consumption, and easier manufacturing, contingent on Samsung and LG Display solving blur issues without the polarizing layer.

Recent leaks about iPhone 20 Pro display specs do not reference CoE, reinforcing the delay.