Apple came back with it's brilliant display

 

  Apple is known for its ability to leapfrog over existing technologies and introduce something completely new to the market. It did it with Siri in the iPhone 4S and the TouchID sensor in the iPhone 5S. Now, with supply of OLED screens under constrains , Apple could switch to a whole new display technology that it is rumoured to be working on.

Per a report on Business Korea , Apple is working on a new screen technology that could debut with the Apple Watch Series 3 later this year. It is rumoured the next gen wearable will sport a micro-LED display instead of the OLED display it usually flaunts. 

 Micro LED screens are smaller in size and more energy efficient that OLED screens. It is also thinner and lighter than both OLED and LCD displays. The display was teased a couple of years back when reports on Apple working on the technology leaked in late 2015.

Currently, Apple relies exclusively on LG for OLED displays for its Apple Watches. If Apple chooses to go forward with the new technology, LG could take a hit of as big as $200 million. The report states that Apple will begin mass production of the display for the Apple Watch Series 3 in Taiwan at the end of 2017.
Provided Apple makes the jump from OLED to micro LED, both Samsung and LG who are the primary suppliers of OLED displays could lose around $1 billion every year. So far, it's not clear whether Apple will use the display for its iPhones.

The report claims the iPhone 9 that will likely come out in 2018 could use OLED displays, but those displays would be manufactured and supplied by Chinese manufacturer BOE. 

 Over the past year, with rumours of the iPhone 8 sporting OLED displays going strong, various display makers like LG, Japan Display, Sharp, BOE and Samsung vied to be Apple's supplier. Samsung currently has the upper hand as it has been roped in by Apple to supply OLED screens for the iPhone 8.