LG continues to compete with Samsung in various areas, including home appliances. Sometimes this competition takes unexpected forms. For example, LG launched its Signature Series microwave oven with a huge 27-inch LCD touchscreen and built-in speakers, turning the kitchen appliance into an entertainment tool and perhaps an advertising platform.
Image source: LG
In addition to providing entertainment, the microwave screen can also display cooking progress, eliminating the need to check the oven manually. This is part of LG’s strategy to transform home appliances into multimedia and smart devices that can also generate recurring revenue. As The Verge emphasizes, LG has announced transformation plans since September 2023 and began showing full-screen advertising on its TVs in standby mode.
It should be noted that the new line of second-generation Signature Wi-Fi appliances essentially continues the tradition of installing giant transparent OLED “Instaview” screens on refrigerators, as well as smaller LCD displays on washers and dryers. These screens allow you to control appliances, access entertainment content and monitor LG smart home devices. Thus, LG is actively introducing displays into various household appliances, following the example of Samsung, which also already offers screens from 4.3 to 32 inches for its household appliances.
LG’s strategy aims to have “screens everywhere.” However, experts believe that replacing simple buttons and controls that can be easily and inexpensively replaced can make the equipment more expensive and possibly reduce its reliability. The company has not yet announced prices for the new Signature line, as well as the countries where this equipment will be available. However, you can probably find out about this at the CES exhibition, which starts on January 7 in the United States.