The technology is superior to more traditional LCD screens in a number of ways, Kim told an audience of electronics buyers on October 21, the last day of the Mobile Electronics Fair in Hong Kong. OLED is thinner and lighter with faster response times and better viewing angles, he said. Additionally, OLED consumes less power and is more flexible, allowing it to bend to different shapes.

All these advantages are going to help drive widespread adoption, even by Apple, Chung said. This will eventually make OLED screens cheaper than LCD thanks to economies of scale, he said.

Chung sees room for a lot of innovation and disruption in the display market. He said prices for display technology will tend to fluctuate for a while, as the prices for computer memory once did. Memory prices have been much more stable lately because of consolidation within the industry and thus less competition, a point Chung said the display industry has not reached.

Besides the move toward OLED, which Chung sees as eventually reaching the television market, improvements in technology will allow TVs to become “dumb displays,” being used just as larger screens show content from other devices that we’re already using like smartphones and tablets. Chung even went as far to say that we will not really need full PCs anymore, although the suggestion seemed to be that this would mostly be for entertainment purposes.

Chung did not go into detail about how this might affect the technology in televisions or prices, but he said it will be a factor in the future of how consumers see TVs and PCs. An additional box with a screen on it is no longer necessary to watch video content.

China’s role will also be increasingly important, he said, because manufacturers will operate the way they did in the smartphone industry: competing on scale rather than the profit margin of each device. The profits will come with bigger economies of scale, but in the meantime, the market will face fierce pricing competition.