According to research conducted by TrendForce, the much-anticipated Micro LED version of the Apple Watch is facing yet another delay and is now expected to be launched in the first quarter of 2026. The primary reason behind this delay is believed to be the need for reconfiguring the production supply chain.

Previously, industry speculations suggested that Apple would take charge of the core production process, particularly the massive transfer of Micro LED technology. However, recent industry research by TrendForce indicate that LG Display (LGD) might now take over this crucial aspect of the production process.

The critical process involved in the production of the Micro LED version of the Apple Watch, especially the massive transfer of Micro LED technology, has been a point of interest in the industry. It was widely speculated that Apple would handle this key engineering either at its Cupertino headquarters in the United States or potentially transfer the production to its facility in Longtan, Taiwan, for the essential massive transfer of the technology.

TrendForce understands that Apple’s decision to undertake the crucial engineering process in either the United States or Taiwan reflects their intent to have complete control over the core manufacturing process during the initial production phase. However, this approach also introduces complexities in terms of logistics and supply chain management, as the chips are set to be manufactured in Malaysia, the backplates in South Korea, and the final assembly by system integrators in China or Vietnam.

As a result, recent industry research by TrendForce indicate that Apple has finalized LGD as its primary collaborator for Micro LED production. This means that LGD will now be responsible for the critical massive transfer process. In addition to providing its own equipment and technical support, Apple is also expected to invest in LGD’s related equipment procurement to ensure a smooth transition and expedited progress in the Micro LED production pipeline.

For more information and details about the Micro LED industry, TrendForce will hold the “2023 LED Forum” on September 5th (Tuesday) from 9:30 am to 5:00 pm at the NTUH International Convention Center. The seminar has invited TrendForce’s Senior Research Vice President, Eric Chiou, as well as representatives from various industries such as Mojo Vision, ITRI, Lumus, Unikorn, Porotech, Nitride Semiconductor, Tohoku University, Coherent, InZiv, AUO, and Tianma to share the progress and related applications of Micro LED technology.

Throughout this year, the Micro LED industry has been receiving a constant stream of positive news in terms of new product launches, latest technological achievements, project progress, and investment and financing. This has once again accelerated the commercial development of Micro LED. TrendForce has collected and compiled various dynamics of Micro LED since the beginning of the year, providing a retrospective view of the latest progress in the Micro LED industry.

As of early June, a diverse array of Micro LED-related products have emerged this year, covering essential aspects of the Micro LED industry. These products include upstream components such as wafers, chips, devices, backplane materials, driver ICs, production equipment, micro displays, and micro display modules, as well as downstream end-user products like displays, automotive lighting, consumer-grade televisions, and AR glasses. In total, there are approximately 29 different products. These latest Micro LED products reflect the development trends within the Micro LED supply chain.

In the upstream segment, wafer manufacturers are focused on developing larger-sized Micro LED wafers, such as 8-inch and 12-inch wafers. Chip manufacturers are continuously improving the light emission efficiency of Micro LED. Equipment manufacturers are introducing devices that enable larger-scale production and testing of Micro LED.

In the midstream segment, an increasing number of manufacturers are paying attention to the applications of Micro LED micro displays. They have released multiple small-sized, high-resolution, and high-brightness monochrome or full-color micro displays and display modules to meet the application requirements of XR, smartwatches, and other head-mounted or wearable devices.

In the downstream and end-user segments, the abundant applications of Micro LED can be observed. These applications range from common large-sized display screen products to small-sized AR glasses, and even to automotive lighting and display applications, as well as flexible touch displays. Micro LED demonstrates its diverse range of applications as the ultimate display technology.

Furthermore, Micro LED applications extend beyond the aforementioned areas. Recent reports reveal that Apple plans to upgrade iPhone screen materials from OLED to Micro LED in the future, aiming to achieve higher brightness, lower power consumption, and superior contrast.

Eric Chiu, Vice President of TrendForce, predicts that looking ahead to 2026, with further maturation of Micro LED technology and costs, AR and automotive displays are expected to enter a fast track of development, driving the demand for Micro LED chips. Based on significant cost reductions, there is bold anticipation that by 2027, smartphones will also provide opportunities for Micro LED applications.

While the Micro LED industry boasts a rich variety of related products, Micro LED technology still faces several challenges. Therefore, continuous research efforts are underway, involving collaboration between academia and industry to gradually improve Micro LED performance. This year alone, approximately 17 Micro LED-related research projects have achieved notable results. These include advancements in red light efficiency, realization of full-color displays, improvement in massive transfer efficiency, and research on new structures and materials for Micro LED. The ultimate goal is to enhance Micro LED performance, production efficiency, and reduce application costs.

For more information on reports and market data from TrendForce’s Department of Display Research, please click here, or email Ms. Vivie Liu from the Sales Department at graceli@trendforce.com

(Photo credit: AUO)

Tesla has caused a lot of buzz in the global car market by cutting prices across several regional markets. The US, China, Europe, and Japan have all seen a significant drop in prices of Tesla vehicles, with magnitudes ranging from 6% to 20%. The US, in particular, has seen the largest cut in the average price of Tesla vehicles. The price of the RWD version of the Model Y has come down to USD 13,000, showing a reduction of 19.7%.

Tesla Aims to Increase Market Share and Put Pressure on Competitors

Tesla sold 1.313 million battery-electric vehicles (pure electric vehicles) in 2022 and retained its leadership in this niche segment of the car market. However, its market share for battery-electric vehicles has been shrinking from 24.5% in 2020 to 20% in 2021 and just 17% in 2022. This in part has to do with the rising number of entrants this market as well as the rising number of battery-electric models that are being offered by these competitors. Furthermore, China accounts for more than half of the global electric car market. Therefore, Tesla has found that its sales performance in China significantly affects its overall market share.

In the Chinese electric car market, sales efforts are concentrated on “economical” or affordable models that are priced within the range of CNY 150,000~200,000. Before Tesla initiated its recent price cuts, the starting price of the Model 3 had been at CNY 265,900, which is way above the mainstream price range.

However, the price of the Model 3 has been slashed by 13.5%, with the starting price now arriving at CNY 229,900. Since the price difference between the Model 3 and the competing economical models has shrunk to 15%, Chinese consumers that are mostly residing within the CNY 150,000~200,000 range could be much more receptive to Tesla’s messaging. Also, many Chinese carmakers have lately raised prices on their electric models because of high cost pressure. Tesla is thus expected to benefit by taking the opposite approach for pricing.

Turning to the US, the biggest benefit that Tesla has touted for this round of price slashing is the eligibility of its vehicles in obtaining a tax credit of up to USD 7,500. The Inflation Reduction Act of 2022 contains a provision that subsidizes the purchasing of a new electric car with a tax credit. Electric SUV or vans that are priced no higher than USD 80,000 and other types of electric vehicles that are priced no higher than USD 55,000 are eligible. In the case of Tesla’s Model Y, the version with three rows of seats (i.e., a total of seven seats) can apply for the tax credit as an electric SUV, whereas the version with two rows of seats (i.e., a total of five seats) can apply for the same benefit as one of the other types of electric vehicles.

For consumers in the US, the price of the Long Range version of the Model Y in 2023 is now 31.1% lower than it was in 2022 because of the price cut and the tax credit. Besides turning consumers’ heads, Tesla is also putting a lot of pressure on its competitors with this undercutting strategy. After all, Tesla’s vehicle models tend to serve as the base standard for carmakers’ electrified offerings.

Tesla Has a Firm Grasp on Fluctuations in Prices of Key Components, Thereby Making Cost Sensitivity a Competitive Advantage

In addition to discussing the effects of Tesla’s price cuts on itself and competitors, and other important issue that needs to be addressed is why Tesla can lower prices when other carmakers are compelled to raise them. To answer this question, we first turn to Tesla’s profit margin. Compared with its competitors, Tesla has a larger room for profit. Therefore, it can lower prices in exchange for more vehicle sales and market share.

This leads to the question as to how Tesla has attained such a large profit margin. The answer is that Tesla is excelled at managing its cost structure and supply chain. With respect to supply chain management, Tesla takes a different approach and has gotten involved more deeply than do other carmakers. For instance, Tesla directly sources components and do not rely on Tier-1 suppliers for system integration.

By contrast, traditional carmakers assemble vehicles with the finished parts provided by Tier-1 suppliers. From Tesla’s perspective, directly sourcing components and doing its own system integration offer some notable advantages. First, this approach facilitates the adoption of the latest technologies at the component level. Second, Tesla is much more aware of costs and also exerts a greater control over them. On the whole, Tesla has a better sense of the price fluctuations in the upstream than do its competitors.

The degree of Tesla involvement in its supply chain is also reflected in its activities in the global lithium market. The soaring demand and the Russia-Ukraine military conflict caused lithium prices to rise rapidly during the 2021~2022 period. Carmakers now recognize that the only effective way to secure the supply of raw materials and control the costs of these materials is to manage the upstream.

However, Tesla is not simply securing lithium supply contracts. It is also thinking about getting involved in ore mining and metal refining. Tesla’s activities in recent years have led to a capacity crunch in the market for mining and processing lithium ores. Since lithium is incorporated into power batteries through multiple phases of additional processing, carmakers tend to suffer the most when it comes to lack of price transparency.

（Image credit: Tesla LinkedIn）

The demand situation of the global car market deteriorated in 2022 due to the impacts of the Russia-Ukraine military conflict and the ongoing COVID-19 outbreaks across China. However, the demand for automotive lighting products during the same year was propped up by two developments. First, the penetration rate of LED headlights (headlamps) rose further. Second, there were significant advances in technologies related to smart headlights, marker lights (lamps), and smart ambient lights.

Furthermore, costs surged for plastics during 2022, so suppliers for automotive lighting products had the opportunity to keep their prices steady or raise them. Hence, TrendForce estimates that the value of the global market for automotive lighting products has come to US$32.68 billion for 2022, reflecting a YoY growth of 4%.

Looking ahead, development trends in the automotive lighting market include personalized products, communication displays, solutions for ADAS, and improvements related to safety functions. TrendForce currently forecasts that the market value will scale up to US$34.314 billion for 2023, showing a YoY growth of 5%.

In addition to improvements in adaptive headlights and tail lights (lamps), TrendForce points to several other product categories that have gained greater importance and captured the attention of carmakers, automotive lighting suppliers, LED suppliers, and drive IC suppliers. Examples include marker lights, (smart) ambient lights, and solutions for light-signaling projection. The aforementioned market participants have been proactively developing offerings under these categories. Going forward, carmakers will continue to bring surprising and innovative ideas to the development of automotive lighting. This, in conjunction with the promotion of ADAS and automotive driving technologies, will create limitless market potential for automotive lighting suppliers.

According to TrendForce’s “Global LED Industry Data Base and LED Player Movement Quarterly Update” report, demand for high-standard LED products in the lighting market will enter a growth stage. Generally speaking, the price of lighting LED products is stable. However, due to the recent rise in global raw material prices, the unit price of products looks to trend higher. Coupled with high demand for energy conservation from governments around the world, the output value of the lighting LED market in 2022 is forecast to have an opportunity to reach US$8.11 billion, or 9.2% growth YoY. In the next few years, the scale of the lighting LED market will continue growing due to the promotion of human centric lighting (HCL), smart lighting, and other factors and is expected to reach US$11.1 billion by 2026, with a compound annual growth rate (CAGR) of 8.4% from 2021 to 2026.

TrendForce further states, despite the continuing impact of the pandemic in 2022, the pervasiveness of vaccines and the recovery of economic activities coupled with the rigid demand associated with the lighting market as a daily necessity, global “carbon neutrality,” and the growing requirements of the energy conservation agenda, have moved numerous major powers to realize net-zero emissions through measures such as energy efficiency and low-carbon heating in recent years. However, lighting is a leading energy consumer in buildings, accounting for 20% to 30% of total building energy consumption. LED penetration will deepen, driven by the high demand for energy conservation and policies and regulations requiring the upgrade of aging equipment. In addition, smart lighting can also achieve the purpose of timely energy conservation. Therefore, there is strong demand for the introduction of LED lighting and smart lighting upgrades in commercial lighting, residential lighting, outdoor lighting, and industrial lighting, which further drives demand for high-standard LED products including high light efficiency, high color rendering and color saturation, low blue light HCL and smart lighting devices.

The gradual recovery of the lighting market is clearly reflected in the 2021 manufacturer revenue rankings. Lighting LED manufacturers including Samsung LED, ams OSRAM, CREE LED, Lumileds, Seoul Semiconductor, MLS, and Lightning have all posted revenue growth. MLS is still the leading manufacturer of lighting LEDs, ranking first in revenue, with an annual revenue growth rate of 34% in 2021. ams OSRAM, Lumileds, CREE LED, and Samsung LED primarily took advantage of orders for industrial, outdoor, and horticultural lighting last year, posting annual revenue growth of 26%, 18%, and 8%, respectively.

In terms of pricing, as demand in the lighting industry gradually recovered in 2021, facing demand for higher specification terminal application products and the impact of rising overall costs in raw materials and operations, LED packaging factories no longer adopted pricing strategies to capture additional market share, allowing lighting LED product pricing to stabilize and rebound in 2021. In terms of product categories, the average market price of medium and low-power lighting LED products (less than 1 watt, excluding 1 watt) such as 2835 LED, 3030 LED, and 5630 LED, posted an annual growth rate of 2.1~4.4%. For high-power lighting LED products (above 1 watt) such as ceramic substrate LEDs and 7070 LEDs, average annual market price growth was as much as 3.0~6.0%. TrendForce expects lighting LED pricing to further stabilize in 1H22.