Directly from Apple the screens are closer to 25-30%, depending on the phone. And what competitor? You can’t even buy a screen directly from Samsung. Closest I see is the pixel series via ifixit, which truly do seem to cost about the same as the apple parts. Maybe a bit cheaper, but also the pixel displays are not quite as nice as iPhone ones.
Except, it is? iOS 18 allows this natively now. And even before that, you could still use scavenged screens, it just would give you the “unable to validate” pop up.