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Sony’s most affordable Cognitive Processor XR TVs start at $1,300

Ever since Sony debuted its 2021 TV product lineup at CES 2021, we’ve been eagerly waiting to hear how much these new models will cost and when we can get our hands on them. In March, we got the first of these details: Sony announced the pricing for the 55- and 65-inch sizes of its flagship A90J Master Series 4K OLED TV, as well as several sizes of its X80J, a 4K Google TV model.

Today, Sony has added pricing for its Bravia X90J, a full-array 4K LED TV that packs Sony’s latest Cognitive Processor XR tech.

Obviously, there’s a lot missing here, like Sony’s monster 8K Master Series Z9J, and its more affordable A80J OLED TV, but we expect to have these details soon, so check back with us in the coming weeks for more prices and availability dates.

2021 Bravia XR Master Series A90J 4K OLED TV

2021 Sony A90J 4K HDR OLED TV

For 2021, Sony has upped its OLED game considerably, with the Master Series A90J, a 4K OLED TV that has increased brightness and contrast when compared to the company’s 2020 lineup. Sony is also gracing all of its flagship TVs with a new suite of processing technologies under the “XR” moniker. Leading the XR tech is Sony’s Cognitive Processor XR, which it claims can “understand how humans see and hear to deliver intense contrast with pure blacks, high peak brightness, and natural colors.” Meanwhile, XR HDR Remaster takes an object-oriented approach to enhancing images, adjusting the hue, saturation, brightness, and motion vector for each on-screen object.

Along with the new XR technologies, Sony has moved into full support for HDMI 2.1, including HDMI eARC, 4K resolution at 120Hz, auto low-latency mode (ALLM), and variable refresh rate (VRR), which will be added via a firmware update later this year.

This is in addition to a huge array of features like Dolby Vision, Dolby Atmos, IMAX Enhanced, an aluminum backlit remote with voice, and Acoustic Surface Audio+.

Sony’s smart TVs have used Google’s Android TV software for several years, but this year, they get the new Google TV interface, which Google debuted on its $50 Chromecast with Google TV streaming media device. Google TV adds a layer of content curation, personalization, and recommendations from your streaming services, for a more interactive home screen experience. Along with apps for the usual suspects like Netflix, YouTube, and Amazon Prime Video, Sony Bravia buyers also get exclusive access to Bravia Core, a streaming service that uses credits for movie and TV show rentals and purchases.

  • 83-inch A90J OLED TV: Price unavailable
  • 65-inch A90J OLED TV: $4,000, available for pre-order now
  • 55-inch A90J OLED TV: $3,000, available for pre-order now

2021 Bravia X90J Full Array 4K Google TV

2021 Sony Bravia X90J 4K LED TV

All of the new Cognitive Processor XR technologies that Sony has packed into is OLED TVs for 2021 are also available in this 4K LED TV model, but for considerably less money.

You’ll find all of the latest standards on the X90J, including support for the full HDMI 2.1 specification with features like ALLM, VRR, eARC, and 4K at 120Hz. HDR10, HLG, and Dolby Vision compatibility means you’ll always be able to enjoy HDR content, and the new Google TV interface helps you get the most out of Android TV’s streaming options with curated recommendations and personalized options for what to stream next.

With Chromecast and Apple AirPlay, you’ll have two great choices when it comes to screen sharing from your other devices, meanwhile, you can control all of the action with your voice thanks to hands-free access to Google Assistant.

XR Surround and XR Sound Position technologies increase immersion and realism by making dialog appear to come directly from on-screen faces and giving all of your movie and TV soundtracks the 3D effect of height and width.

  • 75-inch Bravia X90J Google TV: Price unavailable
  • 65-inch Bravia X90J Google TV: $1,800, available for pre-order now
  • 55-inch Bravia X90J Google TV: $1,500, available for pre-order now
  • 50-inch Bravia X90J Google TV: $1,300, available for pre-order now

2021 X80J 4K Google TV

2021 Sony X80J 4K HDR LED TV

The X80J is one of Sony’s more attainable 4K LED TV models, with sizes that range from 43- to 75-inches. Most of the on-board technologies are unchanged from last year’s X800H, including Sony’s excellent X1 4K HDR Processor, which not only does a stellar job of making HDR images pop, but also handles upscaling of non-4K content brilliantly so you can enjoy all of your content in near-4K quality.

What has been upgraded is the X80J’s color, now powered by Sony’s Trilumios Pro display. Making a return is Dolby Vision, HDR10, Dolby Atmos, DTS, Apple HomeKit, Apple AirPlay 2, and Chromecast. The biggest difference will be noticeable on the 43-inch model which moves from an edge-lit backlight to a direct-style backlight — the same kind that’s used on the larger sizes.

Like the other TVs in Sony’s 2021 lineup, the X80J gets Android TV with the Google TV interface for highly customized and personalized streaming content curation.

  • 75-inch X80J Google TV: Price unavailable
  • 65-inch X80J Google TV: $1,150, available for pre-order now
  • 55-inch X80J Google TV: $950, available for pre-order now
  • 50-inch X80J Google TV:
  • 43-inch X80J Google TV:

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