Unveiled at CES 2016, the X930D (55- and 65-inch) and the X940D (75-inch) were the newest flagship 4K HDR TVs from Sony. In just the past month, Sony has also unveiled their ZD9 series which goes beyond flagship status in my opinion and is reserved for those with cash to throw around. As for everybody else, when considering a flagship TV from Sony, chances are, it will be the X930D and for Samsung fans, it’s the KS9500.
So how do the two TVs compare?
In case you missed it, just a little over two weeks ago, Sony debuted the Z9D 4K HDR Android TV. Coming in a 65-, 75-, and whopping 100-inches, the surprise TV reveal is all about catering to the premium market and features the latest tech Sony has to offer.
Though the TVs won’t be launching for another few months, the team at What Hi-Fi? has gotten their hands on a set for their first look video.
Sony’s TV division seems to be firing on all cylinders. After unveiling their flagship ZD9 line which offers 3D and native 4K HDR in up too 100-inches, Sony also announced a more budget-friendly lineup of 4K TVs. For those in the US, check out the X800D, X750D, and X700D which offer 4K HDR compatibility. For those in Europe, this article is for you.
Sure Sony just unveiled the ultra-premium ZD9 series which is offered in three different sizes, including a 100-inch model that may just cost more than your house but that doesn’t mean they don’t have something for you and I – you know, the common people. Jokes aside, while the ZD9 is obviously designed to cater to the premium clientele that Sony should cater to, the company has also unveiled a lineup designed to satisfy the masses, the X700D, X750D, and X800D which start at just $749.
Sony tends to be a less than boastful company and that’s been clear under Kaz Hirai’s leadership. During his time at CEO, Kaz has taken a hands on approach with turning around the company’s television division which for years was bleeding cash – and a lot of it.
In the past few years, not only has the division recovered, but it’s finally turned profitable as well. But the recovery has come at a cost, which has been far lower sales volume. That’s because one of the key strategies to turn around the division has been an increase focus on profitability which has seen Sony transition to more premium TVs which higher profit margins. On the other hand, a lot of companies like Samsung and Vizio sell a wide variety of TVs with a majority of their volume coming from low-end sets that are either sold at razor thin margins or at a loss.
This has been a game that Sony has wisely decided not to pursue any longer, much like Apple who chooses to sell premium devices as opposed to chasing marketshare for the sake of it. But with a division that’s now stabilized, it’s looking like Sony wants to increase its marketshare with some more affordable sets.
One of the most frustrating parts about being a fan of Sony products (and somebody who covers the company) is their convoluted pricing strategy. Unlike PlayStation announcing the price for a new model or accessory which is then replicated by retailers, a majority of Sony products come with an MSRP. The problem with the structure is that Sony is truly emphasizing the suggest part of MSRP (manufacturer’s suggested retail price).
Besides being confusing, this also can help garner bad PR for Sony and play into the “too expensive” narrative that’s been haunting them the past few years. Take the newly released Xperia X which was announced with a £549 MSRP. The kicker is that most retailers will instead be selling the device for £499 which sounds a hell of a lot better. The MSRP instead simply acts as a cap and in such a competitive market, be it TV or mobile, you can rest assured that nobody will be trying to sell them for more.
With the company’s 2016 fleet of 4K HDR TVs now widely available, it’s time to take a look at the pricing Sony introduced and the price you’ll actually pay. The difference? Quite dramatic, actually.
At CES 2016, Sony unveiled the flagship X930D (55-, and 65-inch) and X940D (75-inch) flagship 4K HDR TVs. While many, including yours truly, were hoping that Sony would offer even larger sized TV in the series, the only thing that changed was the slim factor (though you can get an 85-inch X850D). That’s because Sony made the surprise move of dropping their Magnetic Fluid Speakers from the 930 line, a differentiator they’ve been pushing for sometime, which in turn has allowed the lineup to get much slimmer than past iterations.
With an all new identity compared to years prior, the big question would be if Sony was moving in the right direction with their flagship series or were they chipping away at the wrong things. The answer couldn’t be better than this:
Let’s cut to the chase: the daddy of Sony’s 2016 TV line-up is a movie lover’s dream come true.
Unlike the the X930D range which features Slim Backlight Drive, X940D is an
LED back-lit TV that supports Ultra HD and HDR through streaming and physical formats, as well as active 3D. If that isn’t enough to lose you in AV-centric reverie, perhaps the fact that it looks stunning will be.
So let’s dig a little deeper into just what you can expect from the flagship TV.
The flagship 2016 Sony Android TV is an interesting set. Gone are those magnificent-sounding Magnetic Fluid Speakers and in their place is a much thinner profile. With its visual makeover, Sony also focused heavily on the internals, providing a more robust Android TV experience and native 4K HDR support which many believe will be the true draw and strength of 4K sets. So how is the X930D being received? Quite well, it seems. Here is the final verdict from What Hi*Fi:
This is what we want from an HDR set. It doesn’t reach the absolute blacks or brightness of some rivals, but the Sony XD93 trumps most of them where it matters: subtlety
With the flagship TV in hand, the gang over there judged the X930D based on four categories: features, Android TV, picture, and HDR. On the topic of features:
The main thing you ought to know about the XD93 is that, equipped with Sony’s 4K Processor X1 chip, this set is both Ultra HD and HDR compatible.
There are a couple of extra technologies too, X-tended Dynamic Range PRO and the company’s unique TRILUMINOUS display, which are basically geared to delivering that HDR content as more than just a box-ticking exercise.
What’s more, all four of the set’s HDMI inputs are waiting open-armed for that 4K content with HDCP compatibility, and three further USB ports effectively gives you an option for each day of the week.
When it comes to Android TVs, things have certainly improved – as much as they can improve. That’s because like Android Wear, manufacturers can’t touch the UI which leaves little for Sony to do, other than hardware tweaks to make the experience better.
We’ve sometimes been less than complimentary about Android TV as well, but this appears to be its least convoluted, most intuitive form. Your homepage is neatly set out into sections for recommended content, featured apps, inputs, your remaining apps, games and settings, with each category significantly malleable.
Don’t want to see that input you hardly ever use? Just hide it. Want another to be more easily accessible? Then move them around.
After the jump, their thoughts on picture and HDR which just got a big boost from Netflix, as their HDR-enabled app has gone live for Sony’s 2015 and 2016 4K TVs.
Each year, Netflix selects a handful of televisions as part of their recommendation to their users. Brady Gunderson (Director of Product Management) and David Holland (Director of Business Development) at Netflix talk about how the evaluation program:
was created because our members told us they wanted smart TVs to be easier to use, provide simpler access to the things they do most, and perform better overall. The goal of the Netflix Recommended TV logo is to help people easily identify which devices meet those needs and deliver a superior smart TV experience.
According to the duo:
As smart TV functionality has evolved, so has the program. For 2016, we’ve introduced new criteria and established faster performance thresholds for existing criteria.
A noteworthy part of all of this is that because of new criteria introduced, Netflix is really stepping up their game on what they deem is a TV worthy of recommendation. This is important because one of the biggest stumbling blocks of smart TVs has been their lackluster UI and apps. While they may be fine for the time when they launch, our perception of what is good UI and speed change because our mobile devices get better and better on a yearly cycle and in turn, we set the bar higher on what’s good.
For reference, none of last year’s TV models would have met the new 2016 criteria.
So what are the new criteria’s and which Sony TVs won? Those details after the jump.
Just last week, prices for the flagship Sony X930D and X850D series were leaked. Though not 100% official, they gave us an indication as to what we could expect once the pricing was official. Now, Sony has officially released pricing for their two 2016 TV lineups which scale all the way to a 75-inch with the X940D and 85-inch with the X850D. Previously I’d speculated that we should expect to see a decent price reduction in the flagship line, seeing as Sony has dropped their Magnetic Fluid Speakers in favor of offering an ultra-thin profile.
Sony X930D and X850D pricing and release date after the jump.
Just a few days ago, I received leaked pricing for the flagship Sony 4K HDR TV X930D. The little birdies who I’ve spoken with tell me that the pricing has not yet been finalized internally so things can always shift by the time Sony officially announces them. Even if there is to be a fluctuation in price, it likely won’t be by much. The same rule now applies for the 4K HDR Sony X850D which comes in 55-, 65-, 75-, and mega 85-inch variants. You can read all about the mid-tier 2016 Sony 4K TVs here.
The Sony X850D price after the jump.
For its 2016 lineup, Sony decided to simplify and offer a TV that was both ultra-thin and worthy of the flagship title – think of it as a mixture of the 2015 X900C and X930C. Of course, in doing so, Sony had to drop their Magnetic Fluid Speakers which is a shame, but I also understand. For those interested, you can check out our preview of the X930D from CES 2016.
Now, we’ve got our hands on some leaked pricing for the 2016 flagship series. Word of caution as these prices are not yet final and subject to change. Still, they should give you an idea as what you can expect to pay. The Sony X930D price after the jump.
We’ve previously covered many different aspects of the 2016 4k HDR Sony X930D Android TV like its lack of Magnetic Fluid Speakers or how its picture-frame-like wall mounting looks. Now, here is a preview that looks at everything the latest flagship TV from Sony has to offer.
Thanks to a highly thin profile – via an optional wall mount – the 4K HDR Sony X930D Android TVs can be hung like a picture frame and sit at just 1.5-inches away from the wall. However, not everybody wants to or can wall mount their TVs which can then typically lead to a sea of cables behind the TV. Fortunately Sony has a new cable management system that allows you to cleanly tuck all your cables behind the X930D.
Just a quick video from the Sony show floor at CES 2016 showing off the new X930D 4K HDR Android TV. You can read a more in depth piece about Sony’s new flagship TVs here.
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