Samsung's Next OLED TV Will Cause Total Chaos In Its Lineup, And I Can't Work It Out
When Samsung entered the world of premium OLED TVs, it made a splash with the Samsung S95B, an all-in-one QD-OLED technology that delivers (and delivers) class-leading color and brightness. in both).
So the 2023 Samsung S95C goes even further, but it's a really premium version of TV technology. Therefore, the company has introduced the more affordable Samsung S90C, which, while not as brilliant, is generally an impressive TV, but is still quite expensive.
I've also long followed rumors that Samsung will start using standard OLED technology for their cheaper OLED TVs instead of QD-OLED. And since the last few weeks, Samsung has already started using standard OLED panels.
Also, Samsung doesn't make cheap TVs with poor quality panels. Instead, it mixes a model with a standard OLED panel, alongside the S90C-series QD-OLED models, though they perform differently. It really confuses people.
However, we have heard that Samsung is planning to introduce the standard OLED panel in a different size but with a completely new third model called the Samsung S89C (or S85C).
This is one of the most complex and hard-to-analyze approaches to series I've seen in recent years, and we're talking about TV . They differ only in numbers and letters, but usually in a way that those who have been following the industry for years can easily tell the difference.
But the new series from Samsung wants to break that. Let's try to break it down.
Samsung S95C: simpler
Well, the Samsung S95C is simple. It comes in three sizes – 55in, 65in and 77in – and all three sizes use an ultra-bright QD-OLED panel. QD-OLED means you have a 4K display of blue/green OLED pixels and the resulting light is passed through a layer of quantum dot color filters to create other colors, like QLED TVs. But since these are OLED pixels, each one can individually control the brightness down to black, so you get a "limited" contrast ratio.
But the use of color-efficient quantum dots means very high levels of brightness – measured at around 1,400 nits in our review of the Samsung S95C – and class-leading color reproduction.
There's nothing complicated about that - all sizes offer the same technology.
Samsung S90C: amazing
The Samsung S90C offers an original QD-OLED design at an affordable price. Available in the same 55-inch, 65-inch and 77-inch sizes as the S95C, it packs a host of exciting features and performance. Our five-star Samsung S90C review measured peak brightness at around 1,100 nits, compared to the S95C's 1,400 nits. It comes with a less full-featured (but still better-than-average) speaker array and has a thicker design. The S95C's sleek exterior lacks a single junction box that keeps all cables away from the screen.
At first it all made sense. Then came the 83-inch Samsung S90C. It's currently not feasible to make a QD-OLED screen this size, but the best 85-inch TVs are a popular choice. So Samsung has turned to regular OLED panels for this size, and that's where things go wrong, as they're not as bright or as colorful as the QD-OLED panels on the other sizes of the S90C.
We haven't tested the 83-inch S90C to confirm as of this writing, but I can say for sure. As you can see, 83-inch OLED screens are being produced today, so there's no real secret to how it works. It is the same one used on the LG C3 and the same one used on the LG C2. And the Sony A80L, as I just mentioned.
We've tested these TVs before, and the color reproduction is solid, but not as impressive as Samsung's QD-OLEDs. In our LG C3 review, we measured its brightness at around 830 nits, which was for the 65-inch version, but the 83-inch one is basically the same.
1100 nits of brightness is a far cry from other S90C models. You can see the difference in the brightness and pop of the white, but overall the vibrancy of the color. However, at 83 inches, the S90C is quite expensive in the range.
Samsung S89C: What are you waiting for?
This is where the train actually left the tracks. The 83-inch S90C seemed to break the rules for OLEDs (don't mix panel types in the same model!), but I can see why Samsung would want to. It currently has no other way to offer an 83-inch OLED TV and added the S90C to the bunch because it was the most affordable OLED model. I don't like it, but I understand.
Then word got out that Samsung had another certified OLED TV (from FlatpanelsHD). The 77-inch TV uses the same standard OLED screen as the 83-inch S90C, but is called the S90C. Obviously it is called S89C or S85C.
This is possible because the S90C already has a 77-inch size with a QD-OLED panel, so it can't have the same model name. I'm sure there's a lot of smart market research out there saying that Samsung should offer the 77-inch OLED at a different price point, and it will. So it's a slightly lower quality panel, giving it a slightly lower model number to clarify its place in the lineup. It would make a lot of sense if it weren't for the 83-inch S90C.
Why isn't the 83-inch S90C also called the S89C? Eliminate all confusion!
Instead, we have two different model names, one model name with two different OLED panels, and standard OLED panels, which is a problem.
This is especially frustrating, because after the impressive performance of QD-OLED models, the Samsung S90C will top the list of best TV models ... - inch.
Yes, when I have time, I can explain what happened in 1000 or more words, but it has to be simple and clear. Samsung shouldn't be in a position for anyone to recommend the 55-inch S90C to a friend who spent more on the 83-inch S90C version and was disappointed with the TV's brightness and color. Not when you can fix a few production numbers and get rid of the whole mess.