Speculation Abounds
Samsung Electronics’ Organic Light Emitting Diode (OLED) TV, a collaboration between Samsung and LG, failed to debut at IFA 2023, Europe’s largest electronics show, sparking interest in the reasons behind the decision.
According to industry sources on Sept. 4, Samsung Electronics showcased a series of premium TV products at IFA in Berlin, Germany, starting Sept. 1. Notably, Samsung was scheduled to display an 83-inch OLED 4K TV. This was the first product manufactured using an OLED panel from LG Display, not Samsung Display.
Traditionally, Samsung Electronics has primarily produced products based on QLED and Liquid Crystal Display (LCD) panels. However, they recently added LG Display as a supplier for OLED panels, forging an alliance with LG to produce OLED TVs targeting key sales regions like North America and Europe.
The 83-inch OLED 4K TV, a result of this collaboration, garnered significant attention when it was previewed at Samsung’s booth just before the official opening of IFA. However, its absence after the opening has raised questions. In response, a representative from Samsung Electronics explained, “There was an issue with the sample TV we intended to display.” But it’s also been reported that Samsung did not lodge any formal complaints with LG Display over this.
Some speculate this could be an extension of the ongoing rivalry between Samsung and LG in the TV market. According to global market research firm Omdia, Samsung Electronics led the global market in sales for the first half of the year, holding a 31.2% share. LG Electronics followed with 16.2%. However, in the next-gen premium TV market, LG Electronics dominates the OLED sector with a 55.7% share while Samsung holds 18.3%, indicating a significant gap.
An industry insider remarked, “It might not have been easy for Samsung, a newcomer to the OLED TV scene, to showcase a TV made with a rival company’s panel at an international exhibition.”