Apple's 2029 "Pro" iPhones could adopt thinner, more power-efficient OLED screens using Color Filter on Encapsulation (CoE) technology, according to UBI Research. CoE removes the conventional polarizer from the OLED panel and places a color filter directly on the encapsulation layer. This allows more light to pass through, potentially enabling greater brightness without extra power consumption or lower power use at the same brightness, while also thinning the display assembly to free up internal space.

Samsung first commercialized the technology as Eco² OLED with the Galaxy Z Fold3, reporting a 33% improvement in light transmission and up to 25% reduction in power consumption versus traditional polarizers. However, CoE presents challenges in controlling external reflections, outdoor visibility, viewing angles, contrast, and color accuracy without a polarizer, which may explain Apple's 2029 timeline for high-volume Pro models.

UBI Research sees the upcoming iPhone Duo foldable — rumored to use Samsung-supplied CoE panels — as a first step toward broader adoption. Annual panel demand for the two Pro models is estimated at 90 million to 100 million units, significantly larger than foldable volumes. Samsung Display and LG Display are expected to lead initial supply, with BOE potentially competing if it meets Apple's requirements.