Sony presents its new Bravia televisions amidst an internal restructuring that casts doubt on the future of its image processing technologies. The Japanese company is seeking profitability, and that could mean the end of expensive screens with custom panels and exclusive algorithms. For home cinema enthusiasts, this generation represents a possible farewell.
Cognitive processing versus market standardization 🧠
The new models integrate the XR processor with updates in contrast mapping and color management. Acoustic Surface Audio technology is still present, although in thinner versions that reduce resonance. The problem is that Chinese brands are advancing with high refresh rate panels at lower prices, and Sony must decide whether to continue investing in its own algorithms or join the trend of generic screens with basic software.
The masterstroke: selling expensive before the drop is noticed 💸
Sony knows its loyal followers are nervous. The strategy is clear: launch these Bravia TVs at a high price and hope that the fear of losing historical quality drives sales. Meanwhile, on the forums, speculation is rife about whether the next model will come with a sign that says Made with love, before we gave up. Someone has to foot the bill for the new headphones from the gaming division.