Abstract— Lifetime issues have been a hot topic throughout the history of OLEDs. The rapid development of lifetimes since 2002 has enabled OLED displays to become acceptable for mobile phones. The lifetime requirements of 30,000 hours expressed by the representatives of mobile‐phone‐terminal makers were felt to be unrealistic to be obtained in 2003, since the lifetime of the blue color was below 1000 hours. Today, 5 years later, lifetimes of AMOLED panels are over 50,000 hours. OLED displays are suffering from a burn‐in effect due to limited lifetime. After 2003, it was understood by the panel and terminal makers that instead of lifetime, burn‐in sensitivity became the limiting factor from an AMOLED‐panel usability point of view. The burn‐in effect becomes visible at 2–3% luminance degradation levels between adjacent pixels. To take this effect into account in mobile‐phone applications, the lifetime needs to be increased from 30,000 to 60,000 hours, and suitable algorithms need to be used for the display of the terminal. There is also pressure to double the peak luminance values used in the terminals in order to improve the performance of the screen in outdoor environments. The roles of the material developers, panel makers, and terminal makers are reviewed in this paper from a lifetime perspective.