Steve Jobs, the chief executive of Apple, usually tells it like it is. He wrote a famous letter to early buyers of the first generation iPhone, who were angry that its price was lowered by $200 just a few months after its launch.

Steve said that price drops in technology were a given and that:

  • “This is life in the technology lane”.
  • “If you always wait for the next price cut or to buy the new improved model, you’ll never buy any technology product because there is always something better and less expensive on the horizon.”

Well, Steve could have been talking about LCD TVs because every evolution of LCD TVs has seen either the price drop, or the screen size increase for the same price.

So if you’re wondering about what’s going to happen to prices of LCD TVs, they’re only going one way, despite what retailers might say about “protecting their margins”, “making up for a fall in the exchange rate” and that’s into the basement.

The fall in consumer spending and the current economic woes have forced retailers to cut prices and margin and fight hard for sales.

So if you are planning to spend on a big ticket item like an 42 inch, 47 inch or 50 inch LCD TV get ready to bargain hard, you’ll be a mug if you don’t!

You’re best objective is to aim to get a strong brand such as a Samsung, Sony, Sharp etc at a bargain price. You can expect better long term value from on eof these brands rather than a no-name cheap LCD TV. It’s worth paying a couple of hundred dollars more up front.

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According to the market researcher DisplaySearch, the price of 52-inch LCD TVs was expected to fall to $2,300 by the third quarter of 2008, which meant that consumers would be able to buy 52-inch LCD TV sets at the price of 40-inch LCD TVs from 9 months previously.

However, the economic downturn means that prices have further further and faster than expected.

Home appliance makers have targetted 52-inch LCD TV as the major item for the flat-panel TV market and they are competing to get their share of the market.

In 2007 Samsung sold around 790,000 52-inch LCD TVs, but expects the sales to grow to 1.95 million units in 2008 aided by new products based on 120Hz technology and equipped with LED backlights.

LG Electronics has added wireless transmission and PC connectivity features to its lineup of 52-inch LCD TVs

Samsung’s LE52F96BD’s 52-inch LCD TVs is a leading example of the category. It uses Samsung’s Digital Natural Image engine to improve colour saturations/tones and fine detailing, as well as providing further boosts to black levels and motion control.

The most interesting capability of the TV though is LED backlighting using an array of LED backlights, which are all individually controllable.

The advantages of this approach are much deeper black levels and a jaw-dropping contrast ratio of 500,000:1.

With HD DVDs dark scenes like the opening shots of Ocean’s Thirteen on Blu-ray look spectacular and dynamic because the range between the screen’s peak whites and deepest blacks is huge and because the darkness contains more subtle detailing helping the picture look more full of depth.

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