Update 11/04/2017: Sony has now confirmed UK pricing and release details of its first OLED TV, the Bravia XBR-A1E.

Beginning April 11, the Bravia XBR-A1E will officially be available for pre-order, with the TV set to ship in early May. Pricing for the OLED TV has been set at £3,500 RRP for the 55in model, and £5,000 RRP for the 65in variant.

Original Story

At CES 2017 Sony finally threw down the gauntlet and challenged LG with an OLED TV of its very own. Sony is now ready to take orders on its new TV, although except to pay a premium versus some of the TVs offered by LG.

The Bravia XBR-A1E is Sony’s first OLED TV set, and it boasts some pretty impressive specs. It’s got a 4K UHD resolution, HDR and all its variations, meaning Dolby Vision, HDR 10 and Hybrid-Log Gamma, and it even has a unique ‘Acoustic Surface’ sound system.

During its announcement Sony failed to mention exactly how much it will cost when it goes on sale. Well, now that the TV is officially available for pre-sale, it’s clear that this is a flagship set for Sony – and it has been priced as such.

The 55in XBR-55A1E will priced significantly above all of LG’s sets at $5,000. That’s a lot more than the LG C6 and B6, which cost $1,999 apiece, while the E6 is $2,499. That means users will be able to buy two LG OLED TVs to every XBR-55A1E.

Those opting for the 65in model will find less of a price gap between LG and Sony’s models. Sony has priced the 65in XBR-65A1E at $6,500, which is comparable to LG’s flagship G6, which is priced at $5,999. Budget conscious consumers will still find cheaper OLEDs on offer; LG’s B6 and C6 are available for $2,999 in 65in variants, while the E6 is $3,499.

If 65in isn’t big enough, then Sony is promising a 77in of its first OLED too. Expect a big price jump, however. LG also offers a 77in model of its flagship G6, although it’s asking price is $19,999 – significantly more than the 65in model.

The TV will be going on sale in the US in April 2017. Amazon, Best Buy and other authorised dealers in the US are already offering a pre-sale of the new set.