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Samsung prices its 77-inch QD-OLED at $4,500. Presale starts now

By Simon Cohen February 7, 2023

Confirming an earlier leak, Samsung has formally announced the price of its 77-inch 4K QD-OLED TV, the S95C. The new model which was shown first at CES 2023, will sell for $4,500. , and Samsung says shipments will begin later in the month. Those who buy the TV during the preorder period will also qualify for free professional installation, which Samsung says is worth $250.

Samsung's S95C 77-inch QD-OLED TV. — Samsung

The price is less of a surprise thanks to an earlier accidental slip by Samsung — near the end of January, the company briefly put the price of the S95C on its U.S. website, and then quickly removed it. But not before it was captured and reported on.

The S95C is the first 77-inch 4K TV based on QD-OLED display technology. In 2022, both Samsung and Sony released 55- and 65-inch QD-OLED models, to rave reviews on Digital Trends and elsewhere. Sony has yet to announce its 2023 TV lineup (the company decided not to display any new TVs at CES), but it is widely expected to debut its own 77-inch QD-OLED soon.

Samsung has also announced plans to sell a less expensive 77-inch QD-OLED known as the S90C, however, no pricing or availability has been released for this model. The S90C will be similar to the S95C but will lack the more expensive model’s OneConnect box, making it less wall-mount friendly. Samsung has previously said that the S95C will be up to 30% brighter than the S90C.

Fans of OLED TVs now find themselves in a quandary. Do they preorder the new 77-inch Samsung QD-OLED, or do they wait for LG to confirm pricing and availability of its newly-updated G3 4K OLED TV, which offers improved picture quality thanks to MLA (micro lens array) technology? MLA might be able to level the brightness and color playing field with QD-OLED, but we won’t know for sure until we can see the two displays side-by-side.

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Samsung accidentally reveals price of its 77-inch QD-OLED TV

The Samsung S95C on display at CES 2023.

Usually, when new TVs are announced at CES, it can take months for companies to reveal pricing and availability. And perhaps Samsung was planning to do just that with its 77-inch S95C, its largest QD-OLED TV to date. But the company seemingly let the cat out of the bag on January 26, by including the new model -- and its price -- on its U.S. website, according to Sammobile.

The S95C details are no longer on the website, so Digital Trends can't verify the information, however, a screenshot taken at the time shows a price of $4499.99, making the larger model $1,500 more expensive than its currently available 65-inch S95B, which sells for $3,000. If this seems like a bigger gap in price than we're used to for models that exist in both 65- and 77-inch sizes, it could be because the S95C is going to be Samsung's premium 77-inch QD-OLED, with the planned S90C arriving in a 77-inch size but with fewer features.

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TCL says its QD-OLED TV teaser from CES 2023 was an error

Just ahead of CES 2023, Digital Trends reported that TCL was intending to ship its first TV based on QD-OLED technology by the end of the year. This reporting was based on information given to Digital Trends as well as many other media outlets both during a private press briefing and in press materials issued ahead of the show. Now, however, TCL is pulling back on those comments.

"A line in the TCL CES 2023 press release confirming plans to launch the brand's first QD-OLED television this year was incorrectly included," a TCL spokesperson told Digital Trends in an emailed statement. "TCL is focused on its award-winning mini-LED technology in 2023 – including the recently announced TCL QM8 98-inch TV."

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Samsung shows off the first two 77-inch QD-OLED 4K TVs at CES 2023

Samsung S95C QD-OLED 4K TV.

Samsung was the first company to show off a 4K TV based on QD-OLED technology at CES 2022, and now, at CES 2023 it has unveiled two new QD-OLED models -- the S95C Samsung OLED and S90C Samsung OLED -- and each will be available as 77-inch models. Both will also be offered in 55- and 65-inch sizes. The news came one day after Samsung Display confirmed it would show its next-gen "QD-OLED 2023" panel at the show in a 77-inch size.

When QD-OLED-based TVs debuted in 2022, Samsung and Sony revealed the first two 4K TVs models within hours of each other: the Samsung S95B and the Sony A95K. Both TVs proved to be absolutely stunning in terms of picture quality, leaving our reviewer no choice but to award them a rare 10/10 rating. But the TVs themselves weren't especially large; only 55- and 65-inch sizes were introduced.