Samsung would compete with Sony, potentially taking some of that business away.'Ĭompeting with Sony would mean delivering exceptional quality, but also some of the most premium prices in 4K smart TVs. 'Samsung will need to pay for panels at a much higher price than LG Electronics,' said O'Brein, 'so they will need to market the TV products at a substantial premium to LG's OLED offerings. While the idea of a Samsung OLED TV is appealing – marrying Samsung's great Tizen smart TV software with the crisp black levels and razor sharp clarity of OLED would make for an impressive TV – it's unlikely that it would be sold for the affordable prices that have helped make Samsung the number 1 TV manufacturer on the market. By combining the color boosting properties of QLED with the tighter brightness and dimming control of mini-LED backlighting, Samsung's new NeoQLED 4K and 8K TVs offer the next evolutionary step in LCD display technology. Samsung's NeoQLED TVs are a much more approachable product, but still provide a solid (and affordable) alternative to OLED. But the potentially game-changing tech may not have much impact this year, seeing as it's more expensive than a garageful of Ducati motorcycles.

The biggest of these is microLED, which will finally be available to purchase this year and takes on OLED head to head with similar per-pixel illumination. Samsung has been chipping away at the dominance of OLED for a few years now, first by embracing QLED, which elevates LCD performance well above the capabilities of a standard LED TV, and bringing premium LCD panel-based TVs much closer to OLED quality with better color and brightness, as well as improved HDR performance.īut as quantum-dot technology has gone from Samsung exclusive to showing up on many relatively mainstream offerings, Samsung has turned up the volume on all of it's other display technologies.

While Samsung has never openly said anything about OLED's superior quality, the company clearly has OLED in its sights. 'It would mean Samsung acknowledging the superiority of OLED for TV, which they have never done thus far.' Samsung targeting OLED Pointing to past marketing pushes that have called out flaws in OLED and QLED technologies, O'Brein doesn't see them doing an about face any time soon.

'This particular deal seems doubtful because it goes against years of Samsung TV marketing' says O'Brein.

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