According to industry sources and industry trade publication Consumer Electronics Daily, Sony plans to drastically cut the price of its Ultra HDTVs on August 25th. Sony is currently offering its entry level 55-inch XBR-65X900A for $4999.99 (Unilateral Pricing Policy) and its 65-inch XBR900A for $6999.99 UPP . The new prices will be $3999.99 and $5499.99 respectively. Sony also plans to add to two lower cost models. Ultra HDTV offer four times the pixels of HDTV (over 8 million vs. over 2 milllion).
The new models will have the same specs, sans the “elephant ear” 65-watt speakers at prices of $3499.99 for the 55-inch and $4999.99 for the 65-inch screen according to sources.
Dealers have reported that many consumers balk at buying the extra wide form factor of the current Sony models with molded-in speakers, especially since most high-end buyers prefer soundbars or full external surround sound speaker systems. This price drop will bring the Sony UHD line priced considerably lower than Samsung (which will formally introduce its UDHTVs today to the press), LG and Toshiba.
