Sony has confirmed pricing for the new 2021 Bravia XR Master Series A90J TVs, which will start shipping in Europe late this month. First unveiled at CES in January, the A90J is the flagship of the new Bravia XR range

While Sony isn’t offering Mini-LED technology like Samsung and LG, the Master Series A90J is described as ‘world’s first cognitive intelligence TV’. You’ll need fairly deep pockets, though, as pricing starts at £2,699 and you can pre-order now at selected retailers.

That starting price will get you the 55in size, with two larger models available (see details below). Whatever size you pick, the A90J is a 4K HDR OLED set with flagship features. 

  • 55in - £2,699/€2,999 
  • 65in - £3,499/€3,999 
  • 75in - £6,999/€6,999 

TVs with OLED technology are popular so Sony is selling the new Master Series largely on the firm’s new Cognitive Processor XR which offers “unparalleled contrast with extreme brightness and pure blacks”. 

Sony says the Bravia XR Master Series A90J divides the screen up into various zones and can identify where the focal point is – the place a human is most likely to look based on what’s on the screen.

It can also supposedly analyse all the different elements, such as colour and detail, all at the same time, like the human brain, for a better result compared to normal AI. 

“It learns, analyses and understands unprecedented amounts of data and intelligently optimises every pixel, frame and scene for the most lifelike picture and sound Sony has ever delivered,” said Sony. 

The A90J also has a long list of other features including HDMI 2.1 for 120Hz gaming on the latest consoles like the PS5, Google TV, improved Acoustic Surface Audio+ technology and a Netflix Calibrated Mode. 

There’s a lot to like on paper but Sony will have to compete with a new wave of Mini-LED TVs from rivals. While they can’t offer the infinite contrast of OLED, the technology which packs in greatly more LEDs behind a traditional LCD panel closed the gap between the two for picture quality. 

These Mini-LED sets could well be cheaper, but pricing is still yet to be announced with only OLED figures for LG announced so far