In 2018, LG Display unveiled a rollable OLED TV prototype at CES that heralded a new era for screens. Three years later, the Signature OLED R model finally went on sale, generating some excitement among tech enthusiasts who don’t really like the black hole of the TV in the living room.
A product that has not found its niche
But unfortunately, this TV failed to capture the market mainly due to its exorbitant price and unique size of 65 inches. At $100,000 per unit (!), it was difficult for consumers to justify such a purchase.
Despite the growing interest in discreet televisions, as evidenced by the success of Samsung’s Frame TVs which are transformed into works of art, the prohibitive price of the Signature OLED R and its small size compared to today’s standards of high-end televisions slowed down its adoption.
The Signature OLED R was designed for a very specific clientele, the “VVIP” (“Very Very Important Person”). Each unit was handcrafted with careful attention to quality, from production to final inspection. Yet even this “white glove” approach was not enough to boost sales. The TV was mostly used in art exhibitions and premium marketing events, without really breaking into the mainstream market.
LG attempted to sell the Signature OLED R in various markets, including North America and Europe, but the results were disappointing. The main criticism was that potential customers already owned TVs larger than 70 inches and saw no point in investing in a smaller TV, despite its rollable nature.
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Ultimately, LG decided to stop production and reallocate the OLED R model manufacturing line to other products. According to the company, this decision did not cause significant damage but rather marked a transition to new technologies.
At this year’s CES, LG introduced the world’s first wireless transparent OLED TV, the LG Signature OLED T. This new model eliminates all cables except the power cable with wireless AV transmission and reception technology . With a size of 77 inches and 4K resolution, this television offers two viewing modes: “Transparent Mode” and “Black Screen Mode”. It is planned for the second half of the year.
The Signature OLED T, along with the Signature OLED M wireless OLED TV, represents the new direction LG is taking in the premium TV segment. The objective is to continue to offer highly innovative products to consumers who can afford them.
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