As the annual tech-fest that is IFA begins in Berlin I talked with Yongsu Kim, who is the head of the Service Business for the visual display business at Samsung about all things televisual at the company which has been the world number one brand for 19 years.
Holding on to that position is thanks to, Kim said, innovative technologies such as Micro RGB TV,
which is being introduced to consumers at the Berlin show.
You can't miss Micro RGB: not least because it comes in a 115-inch display size, which means that at $30,000 it's not a low-price option. In the premium TV market, technological differentiation is crucial for maintaining a competitive edge. Micro RGB provides a picture quality experience that goes beyond conventional viewing by combining precise color control with an AI image quality engine. In the short term, this technology strengthens our leadership in the ultra-premium market. Our long-term strategy is to expand the line-up to various sizes and price points, reaching a wider audience. We plan to gradually expand the line-up to include more sizes, such as 75, 85, and 98 inches,
Kim told me.
Micro RGB offers vibrant images, lifelike colors and a display that's completely glare-free. Samsung uses a powerful AI chip with the TV, which,analyzes content in real-time, intelligently adjusting and optimizing color for the best possible picture,
Kim claimed.
Samsung isn't just about picture quality. The popular Samsung The Frame is a TV that never becomes a black rectangle because it can display art in standby mode. The Samsung Art Store has huge numbers of classic artworks with a subtlety that it looks like a painting rather than a garish TV. It's has now been expanded to the premium line-up of TVs, too.
The store provides access to officially licensed collections from prestigious museums and cultural institutions,
Kim said.
What has been the most popular, I wondered. Some of the most popular collections this year on the Samsung Art Store globally have been from the Van Gogh Museum and The Metropolitan Museum of Art, which consistently show strong engagement from users. Beyond these, our newly launched 2025 collections from The Art Institute of Chicago and Disney have also attracted a lot of interest, offering a mix of classic and contemporary works that resonate with diverse audiences. Looking ahead, we're excited about the upcoming launch of the Tate collection, which will further expand the Art Store's global offerings and continue to bring world-class art into homes everywhere.
Even here, AI can play a part as it has, Kim said,the potential to elevate the experience by making these officially licensed masterpieces more personal and accessible. Beyond simply displaying artworks, it delves into understanding user intentions to recommend a variety of pieces.
Also at IFA is a wholly new product, Moving Style. This is a portable touchscreen TV with a built-in battery, allowing users to enjoy a wireless display anywhere. Once detached, the built-in kick stand lets it be placed on any surface -- from a desk to a kitchen table -- without additional accessories, making it perfect for any room or on the go.
Kim said.
Some of the content people can watch on Moving Style and other Samsung products is on the free streaming service, Samsung TV Plus. It has what Kim calls exclusive and differentiated content such as global news and a live Jonas Brothers concert, all of which is easy to find. There's effortless accessibility. The moment you turn on your Samsung TV, TV Plus is there - no downloads, no subscriptions, no extra steps. That simplicity makes it the natural starting point for entertainment.
Kim also pointed out that AI-powered recommendations make it easy to find the kind of stuff that appeals. It already has tens of millions of monthly active users across more than 30 countries
, offering thousands of channels and tens of thousands of on-demand titles
, Kim said. He made clear that Samsung is committed to growing Samsung TV Plus by investing in partnerships.
Samsung's innovations when it comes to TV is evident, whether that's new tech like Micro RGB or content like TV Plus. The addition of new product categories like Moving Style could help the company stay in its now-familiar number one position.