Sony to Slash its Ultra HDTV Prices

August 13th, 2013 · 4 Comments · 3D HDTV, 4K Flat Panel, 4K LED LCD, Connected TVs, News, Reference Materials

Sony XBR-55X900AUPDATED 8/24/13

According to industry sources and industry trade publication Consumer Electronics Daily, Sony plans to drastically cut the price of its Ultra HDTVs on August 25th. Sony is currently offering its entry level 55-inch XBR55X900A for $4999.99 (Unilateral Pricing Policy) and its  65-inch XBR65X900A for $6999.99 UPP . The new prices will be $3999.99 and $5499.99 respectively. Sony also plans to add to two lower cost models. Ultra HDTV offer four times the pixels of HDTV (over 8 million vs. over 2 milllion).

The new models will have the same specs, sans the “elephant ear” 65-watt speakers at prices of $3499.99 for the 55-inch and $4999.99 for the 65-inch screen according to sources.

Update- According to an industry source the new “ear less ” 55 and 65-inch models will be released in early October 2013.

Dealers have reported that many consumers balk at buying  the extra wide form factor of the current Sony models with molded-in speakers, especially since most high-end buyers prefer soundbars or full external surround sound speaker systems. This price drop will bring the Sony UHD line priced considerably lower than Samsung (which will formally introduce its UDHTVs today to the press),  LG and Toshiba.

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The Samsung models are currently priced at $5497.99 at Amazon Direct for the 55-inch and $7497.99 for the  65-Inch . We expect Samsung, which officially launched it 55 and 65-inch models last week at dealers and will show them to the press today in New York City, to quickly react with its own price drop.

The new Sony models to launch later this month will be priced at $3499.99 for the 55-inch and $4999.99 for the 65-inch.

Samsung and Sony promise an upgrade path for their respective UHDTVs when new HDMI standards appear later this year or early 2014.

According to CED “Sony spokeswoman Elizabeth Boukis confirmed the 100 (UDD) titles as a year-end target, and said that the library would include the latest releases from the Spider-Man and Evil Dead franchises. The 4K content will be from Sony Pictures Entertainment and “other notable production houses,” she said. “We expect the service to offer around 80 feature films by early 2014, including select new release films from Sony Pictures,” Boukis said. “It will also have TV content including the Breaking Bad series and select work from independent filmmakers.”

HD Guru predicted price significant price adjustments for UHDTV will continue through the holiday selling season. For more information on UHDTV, read our tech articles here and here.


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4 Comments so far ↓

  • Jimk

    I wish they sold these high end TV’s without the speakers AND built in tuner/apps. basically just as a great monitor display and offer 65, 70+ inch models.

  • B Brooks

    Is there a difference in OLED TV and UHDTV?

    OLED is a new TV technology. Prior ones are CRT, plasma, and LCD.

    UHDTV is a resolution standard defined by the number of pixels on the screen. UHDTV has 3840 x 2160 . HDTV has two resolution standards of 1080 which is 1920 x 1080 or 720p which is 1280 x 720.

    Since these are two different terms they both can be used together. For example the Samsung KN555SPC is an OLED HDTV (1080p). In the future we expect the TV makers to offer OLEDs with UHDTV resoltution.

    HD Guru

  • chew

    I knew this was coming,now they need take the speakers off and have full local dimming,and make one 70 or 75 that would be lovely

  • Dave

    Thanks HD Guru. I read last night that LG has announced a significant price drop in its OLED TV previously reviewed by HD Guru along with price reductions on LG and Samsung 4K TVs. This is all good news for consumers looking to purchase one of these highend TVs. As for Sonys wide form factor 4K TV, I’m one of those consumers who balked when I looked at. Pioneer had a similar form factor on certain late generation Plasmas, but the speakers were removable. Sony should have taken a lesson from Pioneer.

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