The company is shifting its strategy to target a different tier of the market, something that is bound to impact LG, as it reacts.
| Size | 2022 Samsung S95B | 2023 Samsung S95C | 2023 Samsung S90C |
|---|---|---|---|
| 77 inches | NA | $4,499 | $3,599 |
| 65 inches | $2,799 | $3,299 | Coming soon |
| 55 inches | $1,799 | $2,499 | $1,899 |
Samsung has expanded its QD-OLED range by introducing a more affordable S90C series that includes AI-based HDR mapping, Dolby Atmos audio, and syncing with Samsung soundbars. The S90C comes in 55-, 65-, and 77-inch screen sizes, starting at $1,899 and going up to $3,599 for the largest version. In addition, Samsung is offering the more expensive S95C series with a slightly brighter 2,000-nit output and a 144-Hz refresh rate for compatible PC games. The S95C series is available in 55-, 65-, and 77-inch sizes, with prices starting at $2,499 for the 55-inch model and going up to $4,499 for the largest version. Both the S90C and S95C are available in the US now.
With the news that Samsung has upped its share of OLED panel sales for iPhones, the company is all in on OLED dominance. This is going to create a knock-on effect among competitors, who have to react and keep pace, and among suppliers, particularly those supplying the raw materials for the OLED displays, like Universal Display, who stand to gain at an accelerated pace despite a downturn in market trends.
If you were to be skeptical, you might also choose to see this as Samsung leveraging its already touted insistence on continuing to invest in its businesses despite pullbacks among most other technology companies. That means that Samsung is going to hurt, but make its competitors hurt more. It’s going to be hard to see who really has the fortitude to keep up with Samsung this year. Sure, LG can and will, but LG isn’t going to dominate any category the way Samsung can. We are all living in Samsung’s version of the OLED industry, at least for now.
