It looks like Samsung’s first 77-inch OLED TV will beat LG in one way: a high price

Samsung has seemingly leaked a key detail about its soon-to-be-released 77-inch OLED TV, revealing that it may beat LG in one key area – but not in a good way.

In the US the largest variant of the Samsung S95C OLED TV – one of the many Samsung TVs unveiled at CES 2023 – will reportedly set you back $4,499.99. For comparison, LG’s priciest 77-inch OLED TV – the LG G2 OLED that launched last year – launched at $4,199 / £4,499 (around AU$6,100).

That Samsung price converts to around £3,630 / AU$6,335, which would make the TV a little more expensive than LG’s in Australia, but considerably cheaper in the UK; however, those are unlikely to be the official prices for those regions. Based on previous Samsung pricing strategies in the UK we expect the TV to have a similar if not greater numerical value than its US price – i.e. the $4,500 TV would cost around £4,500 or more despite the exchange rate meaning it ‘should’ cost £900 less. As for Australia, we wouldn’t be shocked if the final price sat closer to AU$7,000, but we’ll have to wait and see what Samsung decides.