[IFA 2023] Samsung and LG's 'Different Dreams' Toward Micro LED TVs

Samsung Named Next Strategic Display
LG Focuses on Limitations... Emphasizes OLED

Samsung Electronics and LG Electronics have expressed differing views on Micro LED TVs. Micro LED is an ultra-premium large TV priced over 100 million won. While Samsung Electronics has pinpointed Micro LED as its next strategic display, LG Electronics highlighted the limitations of Micro LED and once again emphasized the growth potential of OLED (Organic Light Emitting Diode).

On the 2nd (local time), Samsung Electronics and LG Electronics each held TV product briefings in Berlin, Germany, to announce their business strategies.

In fact, both Samsung Electronics and LG Electronics toned down their TV products at this year's IFA. Both companies set the exhibition theme as the home of the future, creating living spaces emphasizing energy efficiency and hyper-connectivity.

Samsung Electronics filled one wall entirely with Micro LED at 'IFA 2023'. The sizes ranged from 76 inches to 140 inches, with five different options available.
Photo by Han Yeju

Nevertheless, Samsung Electronics attracted attention by filling one wall of its exhibition hall with Micro LED under the concept of 'The one and only.' The sizes ranged from 76 inches to 140 inches in five variations, emphasizing the grandeur of the ultra-large screen. On the other hand, no Micro LED products could be found at LG Electronics' exhibition hall. Although LG Electronics recently launched the signage product 'LG Magnite All-in-One' applying Micro LED, it was not exhibited at IFA. The only TV product LG Electronics showcased at this IFA was the 'LG Signature OLED M (M3·97 inches)'.

The differences in the two companies' TV strategies, which could be glimpsed at the exhibition hall, were clearly reflected in the briefings as well.

Jung Kang-il, Executive Vice President of Samsung Electronics' Visual Display Business Division, who presented at Samsung's TV briefing, said, "Samsung has adopted Micro LED as the next strategic display and plans to provide all selection options so that users can choose according to their preferences and characteristics," adding, "We believe Micro LED can overcome its current limitations."

LG Electronics showcased the 'LG Signature OLED M (M3·97-inch)' at 'IFA 2023'.
Photo by Han Yeju

On the other hand, LG Electronics acknowledged that Micro LED is an attractive product but focused on its weaknesses.

Baek Seon-pil, Executive Vice President in charge of HE Product Planning at LG Electronics, pointed out, "The 89-inch Micro LED is priced between 140 million and 150 million won," adding, "We have tried selling rollable TVs priced over 100 million won, but it did not work. If it costs 100 million won, people would rather change their car than their TV. It must come down to under 10 million won." Due to the high price, the market size for Micro LED TVs remains minimal. Market research firm Omdia forecasted zero shipments of Micro LED TV panels this year. Considering Omdia counts shipments in units of 1,000, this means shipments will not exceed 1,000 units.

From a technical perspective, Executive Vice President Baek said, "Micro LED technology involves densely embedding LEDs," and pointed out, "To match resolution and the size customers want to see, the LEDs must be embedded very densely, which takes time to manufacture." He added, "In some cases, boundaries appear as if cracks have formed between the LEDs attached to the substrate," and "It would be ideal if all LEDs had the same lifespan, but since they do not, it can look like a checkerboard."

As LG Electronics holds the number one market share in OLED TVs, its strategy is to focus more on OLED. Confidence in the robustness of OLED was also expressed.

Executive Vice President Baek emphasized, "Although there were difficulties in the European market, we saw 1% growth in the first half of the year," adding, "The proportion of premium OLED sales has also increased this year, and major European distributors at the exhibition view the OLED market positively." Omdia projected that the market share by value of OLED TVs priced over $1,500 will rise from 36.7% last year to 46.1% this year.