LG says the microwave’s display offers an “immersive entertainment experience” and, when paired with the LG oven, “conveniently shows the cooking status of dishes,” but will also serve to advertise products when turned off
LG enters direct competition with Samsung in the market for smart appliances with integrated displays. The company recently introduced the new LG Signature line of appliances, which includes a microwave with a 27-inch LCD touchscreen and built-in speakers. LG says the microwave’s display offers an “immersive entertainment experience” and, when paired with the LG oven, “conveniently shows the cooking status of dishes, eliminating the need to bend over and manually control the oven.” The move fits into LG’s strategy, announced in 2023, to transform its hardware-based business into a platform-based service model capable of generating ongoing profits. In September, the company began showing full-screen ads on its idle TVs, at least in the United States.
The second generation of Signature Line Wi-Fi appliances continues the tradition of integrating a large “Instaview” transparent OLED touchscreen in the refrigerator, as well as smaller LCD displays on the washer and dryer. LG Signature displays can be used to manage your home appliance, access entertainment and control LG smart home devices. The announcement follows Samsung’s recent unveiling of a wider range of display options for its home appliances, ranging from 4.3 inches up to 32 inches. Both companies appear to be focusing on integrating “screens everywhere”, replacing traditional buttons and knobs that are easier to use, less prone to failure and cheaper to replace. LG has not yet announced pricing, countries of availability or shipping dates for the new Signature line of appliances. Further details will likely be revealed at CES in Las Vegas, which starts on January 7.
