Apple is apparently distancing itself from Samsung Electronics by choosing Japan’s electronics company Sharp as its supplier of display panels for the iPhone and iPad.

Apple is also working along with Sharp to launch a smart TV called the iTV, which will be introduced in the middle of next year.

U.S. investment bank Jefferies and Co. said that Apple is changing its key suppliers as it feels a burden for maintaining a partnership with Samsung, which has been emerging as a strong rival in the smartphone and tablet PC markets.

Apple recently ended its contract with Samsung for the supply of flash memory chips and hired Japan’s Toshiba instead as its latest supplier.