Philips has decided that its upcoming Philips OLED810 television, which sits firmly in the midrange OLED TV category, is only going to be sold in a single, 77-inch size.
At least, that’s the case in the U.K., where buyers will only be able to purchase the largest version of the TV, though smaller models are expected to go on sale in other markets.
Philips first announced the OLED810 in January, and it’s the third OLED TV in a four-model strong lineup that’s set to go on sale in the coming weeks. It sits below the more premium Philips OLED910 and Philips OLED950 models, and is designed to go toe-to-toe with rival sets such as the LG C5, the Panasonic Z90B, the Sony Bravia 8 and the Samsung S90F TVs.
But the lack of available sizes suggests that Philips has only limited ambitions in the mid-tier OLED TV category. In January, when it first announced its 2025 TVs, it said the OLED810 would also be available in 42-, 48- and 55-inch models, but it now seems that those versions are only destined for European markets.
The company did hint at such a move earlier. Last month, Philips unveiled pricing for many – but not all – of its 2025 TVs, and it said the 77-inch OLED810 will cost £2,199 when it goes on sale “later this year”, but it neglected to say anything about the other sizes. So now we know why, because there aren’t going to be any.
What this means is that Philips appears to be abandoning the market for smaller-sized OLED TVs in the U.K., for none of its models drop below 55-inches. The flagship Philips OLED950 and Philips OLED910 will only be sold in 65-inch and 77-inch sizes, while the entry-level Philips OLED760 will be sold in 55-, 65- and 77-inches, priced at £1,199, £1,499 and £1,999 respectively.
According to WhatHiFi, which first reported news of Philips’ decision, the OLED760 is the primary reason it has decided to limit availability of the OLED810, but it doesn’t clarify the reasons behind that thinking. Perhaps, Philips assumes that anyone looking for a smaller model is probably on a budget, and would prefer the cheaper option regardless, so it’s not expecting much demand for the smaller OLED810s.
WhatHiFi does mention, however, that while the OLED710 has an inferior OLED display to the OLED810, it comes with four HDMI 2.1 ports, compared to just two on the supposedly superior model.
In any case, Philips’ 2025 OLED TVs are at least very aggressively priced, so even if you do find yourself being “forced” to buy the 77-inch OLED810, you’ll be getting a good deal. The same goes for the company’s premium models, with the OLED950 priced at £2,799 and £3,339, respectively, for the 65- and 77-inch models, and the OLED910 models costing £2,199 and £3,339 for the same sizes.
Check out Vincent Teoh's video to learn more about the differences between Philips' 2025 OLED televisions:
