Originally Posted by Boogerman2000
Apple DOES get it. It's incremental. Could have had oled screens in the 3gs.. why not? have to have bait for the next go-round. Incredibly frustrating but unquestionably effective none the less.
Your answer in general is correct, I believe. However, there are more factors than that. Apple will not go to OLED screens while a) the supply is not stable (multiple suppliers in sufficient quantities); b) unless it runs out of more urgent hardware upgrade priorities, so as to keep the more aesthetic improvements below functional ones; c) to allow cutting edge competitors to eat the headwind of early adoption costs and cripple their margins while Apple maintains theirs; d) validate the direction of hardware improvements by opening up a new hardware direction where they can be the main dictator (think NAND Flash RAM)
There are probably other reasons, but these seem most obvious to me.
Really, it's not worth being on the bleeding edge. Apple will adopt the technology in good time.