Apple plans to adopt Color Filter on Encapsulation (CoE) OLED technology in its 2029 Pro iPhones, a polarizer-free display technology that improves brightness and power efficiency while reducing thickness. Samsung pioneered the technology in foldable devices, achieving 33% better light transmission and up to 25% lower power consumption. Apple is delaying implementation until 2029 due to technical challenges in maintaining display quality and outdoor visibility at scale.