Apple has reportedly asked display makers to cut prices as RAM and storage costs climb. The company wants to keep iPhone production costs in check by negotiating cheaper panels, according to a report from *The Elec*.

The report says Apple is aiming to pay suppliers LG Display and Samsung Display around $70 per iPhone 18 Pro Max display. Both firms are targeting per‑panel costs near $66.50, which would give Apple a 20% reduction compared to the 2025 iPhone 17 Pro Max.

This drop is unusually large for a new generation. The move comes as Samsung’s rumored M16 OLED technology promises brighter, longer‑lasting displays, and Apple is keen to spend as little as possible on panels while other components keep rising.

Even with savings, Apple is expected to raise the iPhone 18 Pro Max price, with estimates of at least a $200 increase over the previous model.