(Image credit: Future / Mike Lowe)

By: Dipin Sehdev

Philips is set to shake up the premium TV landscape in 2025 with highly competitive pricing for its new OLED and LCD offerings, particularly in the UK. This strategic move could significantly undercut rivals, making high-end display technology more accessible to consumers.

The Tandem OLED Shift: A Game Changer for Pricing

Earlier this year, the industry buzzed with news of TV manufacturers moving away from MLA (Micro Lens Array) OLED in favor of the next-generation 4-layer RGB Tandem OLED panels. MLA technology, while impressive, was known for its high production costs. The shift to RGB Tandem OLED was initially expected to bring stable or slightly lower prices. However, Philips' latest announcement signals an even more significant price reduction than anticipated, especially for its flagship models.

Unprecedented Value: Philips OLED910 Leads the Charge

Philips' 2025 OLED lineup boasts some of the most attractive price points we've seen. The 65-inch OLED910, featuring the cutting-edge RGB Tandem OLED panel, will launch in the UK at an aggressive £2,199. This is a stark contrast to competing models like LG's G5 (RGB Tandem OLED) and Samsung's S95F (QD-OLED), which are priced at approximately £3,299 and £3,399 for their 65-inch versions, respectively. This translates to potential savings of £800 to £1,200 for consumers opting for the Philips OLED910, a substantial difference in the high-end TV market.

The OLED910 doesn't just offer an impressive panel; it's a collaboration with legendary British speaker manufacturer Bowers & Wilkins, featuring an 81W 3.1 channel sound system. Coupled with Google TV and Philips' latest 9th Gen P5 AI processor, along with four-sided Ambilight, the OLED910 presents a compelling package for its price.

Flagship Performance, Surprisingly Accessible: The OLED950

Stepping up, the flagship Philips OLED950 also adopts the Primary RGB Tandem OLED panel and will be available for £2,799 (65-inch) and £3,399 (77-inch). Despite its top-tier specifications, including an upgraded Dual Engine 9th Gen P5 AI processor and four-sided Ambilight, its pricing remains remarkably competitive against other premium OLEDs like the LG G5. While the OLED950 foregoes the B&W sound system for a more discreet 70W 2.1 channel speaker system with a rear-mounted subwoofer, this could be a deliberate move by Philips to cater to enthusiasts who prefer to integrate their own high-fidelity audio setups.

Mid-Range and Entry-Level OLED Options

Philips hasn't neglected the mid-range and entry-level OLED segments.

The Philips OLED810, featuring an OLED EX panel with a claimed peak brightness of 1500 nits, offers a strong option for those seeking a balance of performance and value. While UK pricing is currently only available for the 77-inch model at £2,199, it's expected to be similarly competitive against models like the Samsung S90F and LG C5. The OLED810 comes with a 70W 2.1 channel sound system and three-sided Ambilight.

For those looking for the most affordable entry into the OLED world, Philips introduces the OLED760 range. This model utilizes an OLED EX panel with a 1000-nit peak brightness and runs on Titan OS instead of Google TV, which contributes to its lower price point. The 55-inch OLED760 starts at just £1,199 in the UK and €1,800 in Europe. The 65-inch model will be available for £1,499, and the 77-inch for £1,999.

Broader Availability and Future Trends

Philips plans a phased rollout for its 2025 TV lineup. Initial launches are expected later this month, with broader availability across Europe and the UK in July and August. The premium OLED9 series, including the OLED910 and OLED950, will follow slightly later, with an anticipated launch in September and October respectively.

Industry sources indicate that larger OLED sizes (77 to 83 inches) are set to become even more affordable throughout 2025. This trend is driven by increased production efficiency at LG Display, the primary panel manufacturer, leading to lower per-panel costs. While current launch prices already reflect some of these savings, consumers can expect even more attractive deals as the year progresses.

Beyond OLED: MiniLED and LCD Offerings

Philips' 2025 portfolio also includes new MiniLED and standard LCD models.

The flagship MLED950 MiniLED TV is poised to be a strong contender for gamers, featuring a 144Hz panel and four full-bandwidth HDMI 2.1 sockets. It runs on Titan OS, boasts a 60W 4.1 channel sound system, and includes three-sided Ambilight. The 65-inch MLED950 will be priced at £1,199.

For more mainstream consumers, Philips offers the MLED910 MiniLED and the PUS9000 and PUS8500 series of 4K LCD TVs. The MLED910 offers MiniLED zone dimming with 1000 nits of brightness. European pricing for the 75-inch is €2,100 and the 85-inch is €3,300.

The PUS9000 features Direct LED backlighting and Dolby Vision, with the 85-inch model priced at €3,000 in Europe. The PUS8500, a basic 4K QLED model with Titan OS and Pixel Precise Ultra HD picture processing, is available now in a wide range of sizes, from the 43-inch at £369 to the 85-inch at £1,349.

2025 Philips TV Lineup: Suggested Retail Prices

Model	Display Technology	Features	UK Pricing (GBP)	European Pricing (EUR)	Availability
OLED950	4K OLED (4-stack WOLED)	Dolby Vision, Google TV 14	£2,799 (65"), £3,399 (77")	- (65"), - (77")	October
OLED910	4K OLED (4-stack WOLED)	Dolby Vision, Google TV 14, B&W Audio	- (55"), £2,199 (65"), £3,339 (77")	- (55"), - (65"), - (77")	September
OLED810	4K OLED (OLED EX, 1500 nits)	Dolby Vision, Google TV 14	- (55"), - (65"), £2,199 (77")	- (55"), - (65"), - (77")	Late June
OLED760	4K OLED (OLED EX, 1000 nits)	Dolby Vision, Titan OS	£1,199 (55"), £1,499 (65"), £1,999 (77")	€1,800 (55"), - (65"), - (77")	Late June
MLED950	4K LCD (MiniLED)	Dolby Vision, Titan OS, 144Hz	£1,199 (65"), - (75")	- (65"), - (75")	TBA
MLED910	4K LCD (MiniLED)	Dolby Vision, Titan OS	- (55"), - (65"), - (75"), - (85")	- (55"), - (65"), €2,100 (75"), €3,300 (85")	TBA
PUS9000	4K LCD (Direct LED)	Dolby Vision, Titan OS	- (43") to - (85")	- (43") to €3,000 (85")	TBA
PUS8500	4K LCD (LED)	Titan OS	£369 (43") to £1,349 (85")	- (43") to - (85")	Now Available

Note: Pricing and availability may vary by region and retailer. European pricing for many models is yet to be fully confirmed.

 

Ambilight: A Signature Feature

A standout feature across many Philips TV models, particularly the premium OLEDs, is the Ambilight system. This unique technology projects real-time, user-adjustable lighting onto the surrounding walls, enhancing immersion and reducing eye strain. The OLED910 and OLED950 models boast a four-sided Ambilight configuration, making them ideal for wall-mounting, while other models feature three-sided Ambilight.

 

Conclusion: A Disruptive Force in 2025

Philips' aggressive pricing strategy for its 2025 OLED and LCD TVs positions the company as a formidable competitor in the market. By offering cutting-edge display technology at significantly lower price points than rivals, Philips is making premium viewing experiences more accessible. This could lead to a significant shift in consumer preferences, especially as the year progresses and larger OLED sizes become even more affordable.

What are your thoughts on Philips' new pricing strategy? Do you think it will shake up the TV market in 2025?