Samsung unveils next-gen OLED tech that hits 10,000 nits of brightness — but the bit you should be excited about is the 30% efficiency improvement

Next-gen OLEDs are coming to smartphones first, with TVs likely to benefit too

News By Carrie Marshall Published 17 September 2026

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• Samsung Display unveils new 'M16' OLED phone screen tech that can hit 10,000 nits of brightness in small areas
• The more useful news is that it can be 30% more efficient than its previous-gen M14 OLED tech
• It's appearing first in the Vivo iQOO 16 phone, in China

Samsung Display has unveiled the first OLED panel to deliver 10,000 nits of peak brightness, and it's already coming in a phone.

The new 'M16' OLED display is capable of 10,000 nits in 1% of the window, although in full screen it puts out a less searingly bright (but massively impressive) 2,800 nits. These numbers put it in the region of micro-LED tech, and way beyond anything we've seen for OLED so far.

Of course, brightness is all well and good, though few people are probably begging for their phone to be as bright as a full sunny day. What's arguably more exciting is that the panel is Samsung's second-generation polarizer-free OLED, which enables it to deliver significantly improved energy efficiency and brightness — the claim is a 30% improvement in efficiency.

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This means that even if you view it more like the 1,000 nits of most elite phones, you're saving way more battery — and since the display is one of the biggest battery hogs in phones (or the best smartwatches, where the tech would also be really useful), that could make a real difference to phone longevity.

The M-series panels are made for smartphones and other mobile devices, but the advances in OLED material here may make their way into the best OLED TVs too, at least partly.

Where to see Samsung Display's new ultra-bright OLED

According to industry site FlatpanelsHD, Samsung Display will be providing the M16 OLEDs to Vivo for its iQOO 16 gaming phone.

Previous reports also suggest that Apple is using the M16 in its iPhone 18 Pro, as Apple has previously used even-numbered M-series OLEDs in its iPhones. My colleague Matt Bolton highlighted the longer battery life in the iPhone 8 Pro as one of its, uh, highlights — noting that battery improvements usually come from multiple elements combining, so it would makes sense if this new display is one of those elements.

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