LG’s Rollable OLED TV $90,000 Has Nearly No Sales

March 1, 2021 Topic: OLED Region: Asia Blog Brand: Techland Tags: LGOLED TVTVConsumer ElectronicsSouth Korea

LG’s Rollable OLED TV $90,000 Has Nearly No Sales

The futuristic, but very expensive, TV costs nearly $90,000.

It was one of the most talked-about products at CES in January of 2020—LG unveiled a rollable, 65-inch OLED TV. The product, which had appeared at the previous CES as a prototype, is able to roll back into a container when not in use.

“It’s been touted as one of the most futuristic technologies to hit CES, and after featuring in the 2018 and 2019 shows, the rollable TV is back and better than ever in 2020,” LG said in its internal magazine last year. “The LG SIGNATURE OLED TV R takes centre stage in Las Vegas, and with a backdrop of different artwork, shows just how amazing its capabilities are. Alongside this almost paper-thin technology, LG also has a new OLED concept rollable TV on display which comes from the ceiling—for those who want a seriously minimalist TV in their space.”

The 65-inch version of that TV, the 65RX OLED TV, hit the market last October, at the extremely high price point of $87,000. And a new report says its sales have been very, very sluggish.

The Korean publication Korea JoongAng Daily reported over the weekend, citing unspecified “local media outlets,” that only “around 10 of the 65-inch LG Signature Rollable OLED R have sold in Korea since the release.” LG has not confirmed that number. It’s not clear how well that product has performed outside of Korea.

“The decision over whether the figure is disappointing or successful depends on how LG looks at the premium model,” Yi Choong-hoon, head of display-focused market tracker UBI Research, told the Korean publication. “The product is surely not designed for the masses and LG might consider the release as a symbolic showcase for future-centric technology.”

The report came as part of an examination of whether LG is backing off of its plans to release a rollable smartphone. Following reports both that the rollable smartphone was being abandoned, and that LG was considering abandoning smartphones altogether, LG did officially deny to The Verge the LG Rollable was dead.

“I can firmly deny that any such decision on future mobile products has been finalized,” an LG spokesperson told that site. A separate Verge report in January, which cited an internal memo, stated that LG was giving thought to getting out of the smartphone business.

“The company is considering all possible measures, including sale, withdrawal and downsizing of the smartphone business,” LG had said in a statement to the Korea Herald.

The LG Rollable was demonstrated in a video by the company during the “virtual” CES in January of this year.

The company is preparing to roll out its standard 2021 OLED TVs.

Stephen Silver, a technology writer for The National Interest, is a journalist, essayist and film critic, who is also a contributor to The Philadelphia Inquirer, Philly Voice, Philadelphia Weekly, the Jewish Telegraphic Agency, Living Life Fearless, Backstage magazine, Broad Street Review and Splice Today. The co-founder of the Philadelphia Film Critics Circle, Stephen lives in suburban Philadelphia with his wife and two sons. Follow him on Twitter at @StephenSilver.

Image: LG.