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In 2029, Apple is reportedly planning to introduce iPhone Pro models featuring thinner and more energy-efficient OLED screens, according to UBI Research. This technology, called Color Filter on Encapsulation (CoE), eliminates the traditional polarizer layer found in OLED panels and directly incorporates color filters onto the encapsulation layer.

The polarizer, which aids in minimizing reflections from ambient light, also absorbs a significant amount of the light generated by the display. By removing the polarizer, more light can pass through the panel, potentially allowing for increased brightness without additional power consumption, or maintaining the same brightness while using less power.

This can also lead to a thinner display assembly, providing more internal space for components like the battery, cameras, and more. Samsung introduced CoE technology with its Eco² OLED under the Galaxy Z Fold3 name. Internal testing by Samsung revealed a 33% improvement in light transmission and up to a 25% reduction in power consumption compared to an OLED panel with a conventional polarizer.

However, CoE technology has its challenges, as manufacturers must control external reflections using color filters, black pixel-defining layers, low-reflection coatings, and other optical measures. UBI Research suggests that Apple's waiting until 2029 to bring CoE to high-volume iPhone models could be due to the difficulty of maintaining outdoor visibility, viewing angles, contrast, and color accuracy.

The research firm predicts that annual panel demand for the iPhone Pro models could remain between 90 million and 100 million units, making the transition to CoE a larger-scale change than its use in foldable devices. Samsung Display and LG Display are expected to be the initial suppliers, while BOE could compete if it can meet Apple's requirements.