The new Sony OLED television impresses, but its price in the U.S. does not bring good news.

Sony has revealed the prices in the United States for its new high-end OLED television, the Sony Bravia 8 II. Unlike its positioning in the UK, where the price is more competitive compared to the LG G5, in the US market the costs are considerably higher. In fact, prices in the US are even higher than those of the new Samsung S95F, which also uses the same QD-OLED panel.

During the launch in the UK, it was mentioned that the Bravia 8 II would be priced lower than the Sony A95L, the brand's previous flagship model. However, this statement seems to apply only to the British market, as the Bravia 8 II is offered at a higher price than the A95L in the United States.

Below are the prices of the Bravia 8 II compared to LG and Samsung's offerings:

| Size | Sony Bravia 8 II | LG G5 | Samsung S95F | |-------------|------------------|--------|--------------| | 55 inches | $3,499 | $2,499 | $2,499 | | 65 inches | $3,999 | $3,399 | $3,399 | | 77 inches | $4,999 | $4,499 | $4,499 |

It is still unknown whether these prices include customs duties, which could suggest that Sony has already accounted for them in its pricing strategy. Meanwhile, LG and Samsung may be forced to raise their prices in the future. Historically, Sony has maintained relatively high prices for its products in the United States, so these may be the expected prices, with the possibility of an additional increase in the future, although the impact of tariffs on prices remains unclear.

So far, the company has not revealed the launch date for the television, although it is expected to hit the British market in early June.

Additionally, prices for other models were announced, including the Bravia 5 with mini-LED in the mid-range and the Bravia 2 II, which is a budget television. The prices are as follows:

| Size | Bravia 5 | Bravia 2 II | |-------------|------------------|------------------| | 55 inches | $1,699 | $699 | | 65 inches | $1,799 | $799 | | 75 inches | $2,399 | $1,099 | | 85 inches | $2,999 | N/A | | 98 inches | $6,499 | N/A |

The Bravia 2 II is an LED television with direct backlighting that integrates the X1 processor, previously found in Sony's top models, although it lacks local dimming, which could limit its contrast. On the other hand, the Bravia 5 is particularly interesting, especially in its larger sizes, as its mini-LED backlighting should provide a good level of contrast.

For Sony, the challenge lies in the fact that, although the Bravia 8 II is offered at much higher prices in the US, competition from LG and Samsung could hinder its acceptance in the market. Despite the likelihood that Sony has better built-in sound, many consumers may opt for a quality soundbar at a cost lower than the price difference between these models. While we anticipate seeing exceptional picture quality in the Bravia 8 II, it will be essential to directly compare this model with the LG G5 and the Samsung S95F to determine which stands as the best television available.