Former iQOO Z‑series product manager says mid‑to‑high‑end LCD phones are no longer a "cost‑effective choice"

Ma Yulun, the former product manager for the iQOO (iQOO) Z series at vivo (vivo 维沃), has explained why smartphone makers are largely abandoning mid‑to‑high‑end LCD models: it has been reported that the economics no longer make sense. According to Ma, the incremental cost to build a premium‑feeling LCD device — with higher refresh rates, better color and local dimming — approaches or even exceeds that of entry‑level OLED, while OLED offers technical and marketing advantages that consumers now expect.

Why manufacturers are shifting toward OLED

Ma reportedly argued that once manufacturers try to push LCDs into the mid‑to‑high tier, they must add complex backlights, higher‑grade panels and more precise calibration, which raises BOM and yields costs. At the same time, OLEDs have become cheaper at scale, thinner, and better for features like high refresh rates, HDR and curved designs. Why invest more to keep using an older technology when the alternatives can be cheaper to position as premium? For brands chasing margins and clear product differentiation, the choice is straightforward.

Supply chain and geopolitical context

The change is also a supply‑chain story. Chinese panel makers such as BOE (京东方) and TCL CSOT (华星光电) have reportedly expanded OLED capacity in recent years, reducing the previous supply gap with Korean and Japanese suppliers. Geopolitical tensions and export controls on advanced semiconductor and manufacturing equipment have heightened the strategic imperative for domestic supply resiliency, accelerating investment in OLED lines and contributing to LCD plant repurposing. Reportedly, that structural shift further squeezes the case for mid‑tier LCDs.

Will mid‑to‑high‑end LCD phones ever return? For now, Ma’s assessment reflects an industry pivot: when cost, capability and consumer perception align behind OLED, staying with LCD becomes a tough sell.