LG brings OLED tech and HDR to non-curved 4K TVs

Right now, if you want to buy a 4K OLED TV, your options are limited to curved panels from LG. And that's fine if you're into the whole curved TV thing, but for the most people the curve is unnecessary. Sometimes, the curve even makes the picture worse. Fortunately, LG is finally offering flat versions of its 4K OLED TVs, starting with the 55-inch 55EF9500 and the 65-inch 65EF9500, both of which are being released in September.

Unfortunately, they won't be any cheaper than their curved counterparts. The 55-inch model will cost $5500 (~£3500), while the 65-inch version will cost $7000 (~£4500). That's still better value than LG's first OLED TV, a 55-inch model that sold for an eye-watering $15,000 (£10,000) when it launched back in 2013.

With LG being the only TV manufacturer making large-screen OLED TVs—thanks in part to Sony and Samsung choosing to focus on existing LCD technology for the consumer market—prices are likely to remain high for the foreseeable future. Whether that price is worth it depends on how much you value picture quality.