New HTC devices shipping from July onwards will not be using AMOLED display technologies from Samsung; instead, HTC smartphones will switch to Super TFT LCD–also called Sony’s S-LCD–displays from Sony. A Korea Herald article reports that HTC is forced into the decision due to production shortages of the AMOLED display panels made by Samsung and that Samsung will want to reserve production resources for Super AMOLED display technology, which the company intends on keeping in-house for its smartphones including the Samsung Galaxy S.
While the move is cited as due to constraint problems on Samsung’s end, it could also be a strategic move for HTC. Samsung has announced plans that it hopes to ship more smartphones this year in an ambitious move to displace HTC out of its market share lead in smartphone shipments. On the other hand, the iPhone 4 launched with a retina display based on TFT technology that is touted by Apple as being capable than OLED-based technologies. HTC’s move towards TFT technologies could make the company’s phones more competitive against Apple’s smartphones.
The Sony Super TFT display, although offering a lower contrast ratio than AMOLED and Super AMOLED displays, is able to deliver a higher resolution and lower power consumption performance than the AMOLED panels.
For its part, Samsung intends to open a US plant to manufacture AMOLED displays in July 2011 to handle rising demands for AMOLED technology.
(via: Android and Me)