According to CINNO Research, the third quarter of 2025 saw a significant rebound in the AMOLED smartphone panel market, driven by seasonal demand and new flagship device launches from Apple and leading Chinese brands. Global shipments reached approximately 250 million units, marking an 11.7% year-on-year (YoY) and 20.3% quarter-on-quarter (QoQ) increase, signaling a sustained recovery in market conditions.

Regionally, South Korea accounted for 51.6% of AMOLED smartphone panel shipments in Q3 2025, down 0.8 percentage points YoY but up 4.2 percentage points QoQ, primarily due to short-term demand from Apple’s new iPhone production. Chinese manufacturers held a 48.4% share.

In terms of competitive dynamics: - **Samsung Display (SDC)** reported a 7.1% YoY increase in AMOLED smartphone panel shipments, though its market share declined by 1.8 percentage points to 43.4%. While SDC maintains a strong position in the high-end segment with its LTPO backplane technology, it faces growing competition in the mid-range market. - **BOE** achieved the highest YoY growth among major suppliers at 30.8%, lifting its market share by 2.3 percentage points to 15.7%, driven by deeper penetration in the mid-range segment and breakthroughs in high-end markets. - **Visionox** posted a 16.7% YoY shipment increase, raising its market share by 0.5 percentage points to 12.7%, supported by effective mid-range market strategies. - **Tianma** saw a standout 28.4% YoY growth, with its market share climbing 1.3 percentage points to 10.0%, attributed to stable demand from key clients and improvements in production yield.

Flexible AMOLED panels accounted for 80.1% of total shipments in Q3 2025, up 3.6 percentage points YoY and 3.1 percentage points QoQ. South Korean suppliers held a 43.8% share (down 1.4 percentage points YoY), while Chinese manufacturers captured 56.2%.

Key players in the flexible segment: - **SDC** grew shipments by 9.3% YoY and 40.4% QoQ but saw its market share drop 2.3 percentage points to 33.5%, reflecting intensifying competition from Chinese rivals. - **BOE** led with 30.8% YoY and 9.3% QoQ growth, expanding its share by 2.1 percentage points to 19.7%, fueled by high-end flexible panel orders. - **Visionox** achieved 16.2% YoY and 54.2% QoQ growth, securing a 13.7% share, with utilization rates notably above industry averages. - **Tianma** recorded 28.4% YoY and 8.3% QoQ growth, raising its share by 1.1 percentage points to 12.5%.

Data sourced from CINNO Quarterly Mobile Phone Panel Value Chain Report.