SEOUL, Korea – Feb 28, 2024 – Samsung Electronics Co., Ltd. today provided a closer look at its 2024 TV and soundbar lineup at the Unbox & Discover event by showcasing the latest Neo QLED 8K and 4K, OLED TVs and soundbars. As the world’s leading TV manufacturer for 18 consecutive years¹, Samsung’s offerings at this year’s event include AI TVs that elevate the home entertainment experience with a range of powerful, AI-driven solutions.

"We're pushing the boundaries of home entertainment by integrating AI in ways that go beyond traditional viewing experiences," said SW Yong, President and Head of the Visual Display Business at Samsung Electronics. "This year's lineup is a testament to our commitment to innovation, offering products that not only provide exceptional viewing experiences but also contribute meaningfully to our consumers’ lifestyles."

 

¹ Based on Omdia confirmation letter (Feb-2024)

Elevating Senses With Neo QLED 8K: Clarity, Sound and Smart Experiences

 

Neo QLED 8K stands as the flagship of Samsung’s latest TV lineup, equipped with the advanced NQ8 AI Gen3 processor and marking a significant leap in AI TV technology. This processor features a Neural Processing Unit (NPU) that delivers twice the speed of its predecessor, along with an eightfold increase in neural networks from 64 to 512 — ensuring an exceptional viewing experience with crisp details, regardless of the input source.

 

Every scene on the Neo QLED 8K is a feast for the eyes, thanks to its AI-driven picture technology. It brings out the finest details with outstanding clarity and naturalness, from facial expressions to the most subtle nuances. With 8K AI Upscaling Pro,² users’ favorite shows and movies are transformed to closely match the 8K display, allowing them to enjoy the level of details and picture clarity that surpasses conventional 4K TVs.³ Additionally, AI Motion Enhancer Pro⁴ makes fast action smoother and clearer — a dream for sports fans — while Real Depth Enhancer Pro adds a lifelike depth to the picture and pulls viewers into the scene every time. All these features come together to redefine the big screen experience, setting a new standard in visual immersion.

 

 

The Neo QLED 8K also delivers precise audio powered by AI sound technology. This year’s Active Voice Amplifier Pro now excels at extracting dialogue from background noise, ensuring every word is heard clearly. Object Tracking Sound Pro⁵ also enriches the audio experience by syncing the sound with on-screen action, creating a more dynamic and engaging viewing experience. Adaptive Sound Pro further refines the audio experience by intelligently adjusting the audio to the content and room acoustics, for a genuinely rich and lifelike sound.

 

The Neo QLED 8K also boasts AI features that understand and adapt to user needs. The AI Auto Game Mode kicks in during gaming, optimizing the visuals and audio for an even more immersive and engaging gaming experience. The AI Customization Mode adjusts the picture for each scene based on user preference, while AI Energy Mode saves power without compromising picture quality. These features ensure that Neo QLED 8K is easy, personalized, and energy efficient for all entertainment needs.

 

Available in two models, QN900D and QN800D, and in sizes of 65, 75, and 85 inches, the Neo QLED 8K lineup promises an unparalleled viewing experience that sets new standards in the premium large-screen category.

 

 

² QN900D only. The features provided may vary by model.

³ Based on findings from Samsung’s internal study. Actual experiences may vary depending on individual viewing conditions and content quality.

⁴ QN900D only. The features provided may vary by model.

⁵ QN900D only. The features provided may vary by model.

Smart Features With Samsung Tizen OS for Enhanced Integration and Personalization

 

In 2024, Samsung’s AI screens are set to redefine the user experience with advanced connectivity and a suite of smart features, apps and platforms. Leveraging the powerful Tizen OS, these innovations have created an ecosystem that is connected, personalized and secure. This allows devices to integrate effortlessly into users’ digital worlds, transforming screens into a central hub for all their needs.

 

Samsung’s latest TVs are designed to connect with a smart ecosystem immediately upon setup. The moment users turn on their new Samsung TV, the TV recognizes and connects to existing networks and devices, all orchestrated through a simple notification on users’ smartphones. This effortless setup extends to all Samsung devices at home as well as third-party appliances and IoT devices, thanks to its compatibility with HCA and Matter. This eliminates the need for extra hubs, so everything from lighting to security sensors can be managed directly from the screen.

 

Samsung’s 2024 screen lineup also brings integration with users’ smartphones to new heights. Users can simply bring their smartphone near the TV to activate Smart Mobile Connect, which turns the device into a universal remote for the TV and connected home appliances. Additionally, in 2024, users can use their smartphones as game controllers with a customizable user interface (UI) and haptic feedback, offering convenient and enhanced gameplay at their fingertips.

 

Beyond connectivity, Samsung’s 2024 Smart TVs also provide highly personalized experience with its apps and platforms. With the latest addition of widgets, TV screens are now personalized dashboards that allow users to easily monitor home status, camera feeds, energy usage, weather updates and more. Samsung is also introducing Samsung Daily+, a unified smart home platform that brings together a diverse range of apps, categorizing them into SmartThings, Health, Communication and Workspace, each aimed at elevating different facets of user lifestyles and home environments.

 

Samsung’s commitment to a holistic connected home experience that extends to health and wellness, as well. Through telehealth services like HealthTap, users can get access to medical appointments right from their TV, while ConnecTime can also connect users with long-distance friends and family for more shared experiences.

 

Security is paramount, and with Samsung Knox, every feature, app, and platform benefits from robust protection, allowing connected experiences to remain private and secure.

Expansive Lineup for All Entertainment Needs: Neo QLED 4K, OLED and Sound Devices

 

An expanded and enhanced range of TVs and sound devices designed to offer consumers a wider array of choices to suit diverse lifestyles and preferences is being introduced by Samsung this year. This comprehensive lineup underscores Samsung’s commitment to innovation and a customer-centric approach.

 

The 2024 Neo QLED 4K lineup brings cutting-edge innovations from the latest Neo QLED 8K flagship TVs, elevating the viewing experience with groundbreaking features powered by the NQ4 AI Gen2 Processor. This advanced chip breathes life into almost any content, rendering it in stunning 4K resolution. Enhanced by Real Depth Enhancer Pro⁶ and Quantum Matrix Technology, the screen ensures impeccable contrast even in complex scenes. With the world’s first Pantone Validated display for color accuracy and Dolby Atmos for an immersive audio experience, Neo QLED 4K sets the bar for the ultimate 4K UHD experience. Neo QLED 4K will be available in sizes ranging from 55 to 98 inches, catering to diverse viewing environments.

 

Samsung is also introducing the world’s first Glare-Free OLED, eliminating unnecessary reflection while preserving deep blacks and clear images under any lighting condition. Powered by the same formidable NQ4 AI Gen2 Processor as the Neo QLED 4K lineup, Samsung’s OLED TVs boast features like the Real Depth Enhancer and OLED HDR Pro,⁷ bringing picture quality to new heights.

 

Additionally, with features such as Motion Xcelerator 144Hz⁸ ensuring smooth motion and quick response rates, Samsung OLED is the ultimate choice for gaming. Complemented by sleek designs, these OLED TVs elevate the viewing space. Available in three models — S95D, S90D, and S85D — ranging from 42 to 83 inches, there’s a perfect fit for every home.

 

The 2024 lineup also includes the latest Q-Series Soundbar, Q990D, which boasts an 11.1.4-channel setup with Wireless Dolby Atmos. This model comes with a host of features that stand as a testament to Samsung’s continued leadership as the world’s best-selling soundbar brand for the past 10 years⁹, featuring innovations such as Sound Grouping for pulsating, room-filling sound and an option for personal listening that allows users to enjoy their content through rear speakers without disturbing others.

 

The ultra-slim S800D and S700D soundbars continue to deliver exceptional audio quality in an unbelievably sleek and space-saving design. Plus, all Samsung soundbars come with advanced audio technologies like Q-Symphony, which seamlessly integrates Samsung TVs and soundbars for a masterfully orchestrated sound experience.

 

 

⁶ Available on QN90 and QN95. The features provided may vary by model.

⁷ OLED HDR Pro available on S95D. The features provided may vary by model.

⁸ Motion Xcelerator 144Hz available on S95D and S90D. The features provided may vary by model.

⁹ Based on futuresource confirmation letter (Feb-2024)

Lastly, Samsung has unveiled the all-new Music Frame, marrying premium audio with artistic design inspired by The Frame. This versatile device allows users to display personal pictures or artwork while enjoying wireless audio with smart features. Whether used as a standalone device or paired with a TV and Soundbar, the Music Frame promises an enhanced auditory experience that complements any space.

For more information or to pre-order Samsung’s 2024 TV products, please visit Samsung.com.

2024 Unbox & Discover FAQs

※ Not for general distribution; For reactive use only.

 

Q. Following Samsung’s introduction of OLED TVs using W-OLED panels last year, what has been the consumer response and what has been the total sales volume of OLED last year? 

 

A. The reception of Samsung’s W-OLED panel TVs, introduced last year, has been positive, which is reflected in our sales figures. As of last year, Samsung OLED sales exceeded one million units annually, achieving this milestone within two years of its launch. As a result, Samsung secured a 22.7% share of the global OLED TV market. With this year's OLED lineup, the market share is expected to continue to grow.

   

Samsung’s OLED TVs, including both ones made with QD-OLED and W-OLED panels, are engineered to deliver exceptional picture quality and performance. Our commitment to innovation is reflected in the vivid, lifelike images that redefine the viewing experience for our consumers.

 

 

Q. What are Samsung’s expectations for the TV market in 2024, and what sales targets have been set?

 

A: The 2024 TV market is anticipated to see a gradual uptick in demand, spurred by the cycle of product replacements during global sporting events. Despite this positive aspect, we must also recognize the uncertainties attributed to various macroeconomic factors affecting the market landscape.

 

Amid these conditions, Samsung continues to secure its leading position within the industry. Our strategy is to leverage our strength in the premium sector, primarily through our advanced Neo QLED, Lifestyle products and Samsung OLED lineups.

 

 

Q. Can you outline Samsung’s strategy for its premium TV lineup, particularly regarding the positioning of Neo QLED and OLED models?

 

A. In line with our previous announcements, Samsung will continue to pursue a two-track strategy with Neo QLED and MICRO LED. Neo QLED 8K continues to be our flagship offering, showcasing the latest and greatest of TV technology in 8K, while MICRO LED stands as the pinnacle of display technology and performance regardless of resolution. Our OLED lineup will continue to offer diverse options to cater to various consumer preferences, capturing a broader market share of the premium segment.

 

 

Q. Can you elaborate on the strategic reasons behind concluding the panel supply contract with LGD?

 

A. While we cannot disclose additional details regarding our suppliers, it is important to note that Samsung’s commitment to diversification in our product offerings, including Neo QLED, QLED, and MICRO LED, is central to addressing the wide spectrum of consumer needs and lifestyles.

 

The addition of OLED TVs in our product portfolio has seen positive reception from our customers and this move further expands our portfolio and underscores our dedication to meeting evolving consumer demands with innovative technology.

 

 

Q. Can you provide an overview of the planned rollout for W-OLED TVs this year, including any details on the range of sizes and production volumes?

 

A. We will expand our Samsung OLED lineup, offering models in wide range of sizes to cater to consumer preferences. As mentioned during the First Look event earlier this year, we are introducing OLED TVs in various sizes. The release schedule and specific model availability will be tailored to market demands, and while we are not in a position to disclose production volumes at this time, we are excited to provide an even broader array of options for our consumers this year.

 

 

Q. Will Samsung be purchasing more OLED panels from Samsung Display?

 

A. While we are not at liberty to disclose exact numbers, we can say for certain that the amount of OLED panels Samsung plans to purchase will continue to increase based on demand.

 

 

Q. Samsung has emphasized the AI function on the TV. What benefits can consumers enjoy with enhanced AI?

 

A. The most powerful third-generation AI 8K processor will offer consumers lifelike picture quality, premium audio, and a rich array of apps and services optimized by AI.

 

·        Neo QLED leverages its advanced processors to significantly improve its upscaling capability, sharpening low resolution content, automatically adjusting brightness, and enabling it to harness the full potential of Samsung’s immaculate display. Additionally, AI deep learning features such as AI Motion Enhancer Pro and Real Depth Enhancer Pro add depth to images and allow for higher resolution streaming for sports content.

 

·        In terms of audio, features like Active Voice Amplifier (AVA) Pro can enhance on-screen voices so users can easily follow dialogue at any volume without any distractions. Viewers can also expect a more immersive sound experience thanks to adaptive, AI-powered sound technology for high-quality sound remastering, in addition to built-in object tracking speaker systems, featuring Dolby Atmos surround sound, for more precise soundscapes.

 

·        Samsung’s AI features will also optimize viewer settings so users can immerse themselves in the optimal picture setting that is tailored to their preference. Features including AI Auto Game Mode and AI Energy Mode all allow users to get the most out of their screens without manual adjustments.

 

 

Q. Can you provide a timeline of when Samsung plans to roll out generative AI features, and what services will they enable on TVs?

 

A. Samsung’s commitment to innovation is reflected in our ongoing research and development to integrate advanced generative AI technology across our devices and services, both on-device and in the cloud.

 

This dedication will soon bring advance features for our users, such as real-time translation and subtitle creation, enhancing accessibility and allowing various users to enjoy diverse content. Generative AI on Samsung TVs will transform the viewing experience, offering unparalleled personalization and deeper engagement with content.

 

 

Q. With the MICRO LED market’s growth appearing slower than anticipated, what does Samsung have planned for MICRO LED in the coming year?

 

A. Samsung remains committed to advancing MICRO LED technology as a key driver in our two-track strategy, in conjunction with our Neo QLED TVs.

  

Our MICRO LED displays are engineered to represent the pinnacle of screen innovation, boasting a bezel-less design that offers a truly uninterrupted and premium viewing experience. They present unparalleled brightness, deeper colors and accuracy, and exceptional durability.

 

This year, we have broadened our MICRO LED offerings, introducing models ranging from 70 inches up to 140 inch. We are witnessing positive feedback from consumers who have purchased them.

 

Samsung continues invest in this technology and is confident in its growing appeal, particularly within the business-to-business sector where its adoption is increasing year over year.

 

 

Q. Can you provide insights into the performance of Samsung’s service businesses – such as Samsung TV Plus, Samsung Ads, the Art Store and gaming – and any future plans you have?

 

A. Our service businesses are thriving, bolstered by deeper investments. We're committed to enhancing user experiences through continuous improvements to our services, including personalized content recommendations powered by Samsung Tizen OS for each user account. The Video on Demand feature on Samsung TV Plus, in particular, has receive positive feedback from consumers. We plan to deepen our partnerships and remain focused on delivering exceptional quality content, enriching the consumer experience across our service platforms.

 

 

Q. Why is Samsung so focused on 8K TV marketing when the market is still developing?

 

A. Samsung's commitment to 8K TV promotion is a strategic decision that aligns with our leadership in the premium TV market. In 2023, our high-end models, especially those priced above $2,500, have achieved over 60% market share, and those above $1,500 have garnered around 55%. These figures show a dominance in the premium segment and demonstrate market trust and recognition of Samsung as a leading innovator in high-end TVs.

 

This trust propels our confidence in leading the charge in the 8K TV market by addressing a growing consumer demand for an ultra-high-definition viewing experience. Our Neo QLED 8K lineup, powered by the cutting-edge NQ8 AI Gen3 processor, represents the pinnacle of our innovation—capable of transforming lower-definition content into breathtaking 8K quality.

 

Beyond native 8K content, there is a significant consumer interest in viewing all forms of media with improved clarity, from traditional broadcasts to online streaming. This broadening interest, combined with our market-leading position, signals a ripe opportunity for growth in demand for Samsung’s Neo QLED 8K TVs.