Philips adopts twin OLED flagship TV strategy for 2025

Philips will offer buyers the choice of two flagship OLED TVs this year, hoping to win over both picture quality enthusiasts with the no-compromise OLED+950, and woo lifestyle buyers with the premium OLED+910 featuring an integrated Bowers & Wilkins sound system.

The two models were announced at the brand’s European range reveal, alongside additional Quantum Dot Mini LED, OLED and audio solutions, in Barcelona, Spain.

Both the OLED+950 and OLED+910 are built around the latest META Technology 3.0 OLED panel, also known as a Primary RGB Tandem OLED panel, the latest P5 AI processing, and four-sided Ambilight.

The OLED+950, launching in September in 65- and 77-inch sizes, represents the pinnacle of Philips picture prowess, and employs a 9th Gen P5 AI Dual Engine processor, to complement the panel’s primary RGB tandem four-layer construction.

Demonstrations of an early sample of the display exhibited intense specular highlights, with the new model clearly offering brighter peak whites and more vibrant hues than last year’s flagship - all while reducing power consumption by as much as 20 per cent.

Philips picture quality guru said he was confident that his team would be able to address concerns about the ultra bright panel’s ability to retain near black shadow detail.

The META 3.0 panel covers 99.5 DCI-P3 (83 per cent BT2020) while also enhancing brightness, to offer a peak of 3700 nits (and a full white performance of 350 nits).

Perhaps the most useful new aspect of the OLED+950 is its enhanced, dynamic AI picture modes, (Adaptive Intelligence, AI Adaptive Gamut Enhancer, and Specular Highlight Enhancement), able to boost colour and contrast on all content, without artificially overcranking skin tones.

The silicon also features an AI Machine Learn Sharpness V3 system, a new V4 version of the Philips AI Smart Bit Enhancement algorithm and the V4 version of the AI Perfect Reality feature.

Adaptive Intelligence has also employed artificial intelligence for content classification plus Machine Learning and Deep Learning, but for 2025 now also learns from additional data, such as trained in-frame analyses, META data, source info, full frame analysis, environment sensing and big data learnings..

Demonstrations of its hue enhancement with Rec 709 SDR content were particularly impressive. The level of colour enhancement is user adjustable. These AI aided bumps can also be applied in Filmmaker mode.

META 3.0 technology also boasts improved ultra-low reflection technology, said to block 99% of any on-screen reflections.

The OLED+950 is aimed at buyers that already own home theatre sound systems, and doesn't require sophisticated on set audio. That said, its 70W 2.1 sound system with digital crossover and bass driver, is no slouch. The configuration comprises two-way left and right speakers, plus a dedicated triple ring, rear facing bass driver, supported by four passive radiators.

For those looking for a premium all-in-one package, the brand proffers the OLED+910. Available in June in 55-, 65-, and 77- sizes, it includes a (single chip) 9th Gen P5 AI processor, four-sided Ambilight, and a Bowers & Wilkins 3.1 sound system.

The audio system is a re-tuned version of the audio system on the OLED+909, albeit with a different Kvadrat fabric grille cover that hides front-firing, left, centre, right speakers; each channel including two 30mm x 50mm mid-range drivers plus a 19mm titanium dome tweeter, with Nautilus tube. Each speaker is acoustically isolated within its own rigid enclosure. At the rear of the set is a dedicated decoupled bass enclosure featuring a 75mm subwoofer, supported by four passive radiators.

The two sets will also feature the latest version of the Google smart OS.