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What just happened? Samsung has pledged to provide at least seven years of software updates for some of its newer TV models running Tizen OS. The company's Linux-based operating system supports several other devices beyond TVs, including home appliances. The announcement came last week, intending to take a shot across the bow of Chinese rivals like Hisense and TCL, which have been rapidly gaining market share.
For context, the average TV brand currently only offers anywhere between 2-5 years of updates. Samsung's decision to double down on long-term support could be a game-changer, especially for eco-conscious consumers looking to reduce e-waste and keep their TVs for longer. The extended update window will initially cover select 2023 models as well as TVs launching from March 2024 onwards that feature Samsung's much-hyped AI enhancements.
As for Samsung's motivation behind this, it seems the company's been feeling the heat from Chinese companies that have been chipping away at its dominance. Rivals like TCL and Hisense are slowly gaining ground, with data from Omdia revealing that Samsung's unit share dipped from 20.3% to 18.8% between Q1 2023 and Q1 2024.
Yong Seok-woo, president of Samsung's Visual Display business, didn't mince words about the strategy, describing it as a way to "widen the gap in market share with Chinese companies," according to a report by KED Global.
With the competitive pressure mounting, Samsung previously formed an unlikely alliance with long-time frenemy LG – Samsung sells OLED TVs using panels from LG Display. The South Korean government reportedly encouraged this team-up to help its national champions fend off the rising Chinese brands.
Of course, the big unanswered question is exactly which models will qualify for seven years of updates. Samsung has been vague, only confirming it will cover "AI TVs" with advanced smart capabilities from the eligible release window. Nevertheless, for consumers, having a TV that maintains up-to-date smarts and security for nearly a decade could be a compelling reason to stick with Samsung and make the most of their investment over the long haul. The average TV lasts for about seven years, according to research, and this pledge covers that lifespan perfectly.
It's notable that Samsung had already set a precedent for long-term support by promising seven years of updates for its Galaxy flagship phones – a commitment that spurred rivals like Google to raise its own update game. The best-case scenario is that the TV industry sees a similar ripple effect.