LG has launched a microwave with a 27-inch screen for advertising and entertainment
LG continues to actively compete with Samsung in various areas, including the home appliance market. Sometimes this rivalry takes unusual forms. For example, LG introduced the Signature Series microwave oven, equipped with an impressive 27-inch LCD touchscreen and built-in speakers. Now this kitchen appliance can not only cook, but also serve as a source of entertainment and, possibly, become an advertising platform.
In addition to entertainment features, the microwave's screen can also display the cooking process, eliminating the need to manually check the status of the food. This is part of LG's strategy to transform home appliances into multimedia and smart devices that can generate additional revenue. As The Verge reports, as part of its new approach, the company has started showing full-screen advertisements on its standby TVs starting in September 2023.
Signature's new line of second-generation Wi-Fi appliances continues a concept that began with giant transparent OLED "Instaview" screens on refrigerators and smaller LCDs on washers and dryers. These screens not only make the appliances easier to operate, but also provide access to entertainment content and enable control of LG's smart home devices. In doing so, the company follows the example of Samsung, which also offers screens ranging in size from 4.3 to 32 inches for its home appliances.
LG's strategy is aimed at "screens everywhere," but experts warn that replacing simple buttons and controls that can be easily and cheaply replaced can lead to an increase in device costs and a possible decrease in reliability. The company has not yet announced the price of the new Signature range, nor has it said in which countries it will be available, but it is likely that details will be announced at CES, which begins in the US on January 7.