LG Display is ramping up its investment on next-generation mobile screens as top customer Apple prepares to adopt ultra-thin, power-saving screens for new iPhones as early as 2017.

Business conditions for LG Display this year have been worsening as iPhone sales slow and competition with Chinese panel suppliers intensifies, causing the maker of liquid-crystal displays to shift investment to screens powered by organic light-emitting diodes (or OLEDs), CEO Han Sang Beom said.

Apple is said to be in talks with rival Samsung Display to supply OLED panels as early as next year.

The market is still small because of the technology’s cost but OLEDs are expected to go mainstream in a matter of years, Han said, noting that the company is also developing foldable displays, sample pictured.