'There’s no way around it: Sony TVs are priced higher than most of the competition' — here's what Sony's doing right, what it's doing wrong, and what needs to change in 2026

(Image credit: Tom's Guide)

When buying a TV, you enter a long-term relationship with the brand that made it. For the next several years, your day-to-day viewing experience will be the result of countless decisions made by the folks who work for that company — from the TV’s performance to the feel of the software.As professional TV-testers, no one understands this relationship better than us. That’s why we’re handing out report cards to the biggest names in the industry this week, grading each in categories ranging from price to performance and software. (Yesterday we evaluated LG's 2026 so far.)Today, we’re taking a look at Sony, makers of OLEDs, QLEDs and, most recently, a lineup of TVs that tap a brand-new technology that the company has dubbed True RGB.

(Image credit: Tom's Guide)PricingLet’s start with the most controversial aspect of Sony’s presence in the TV space. You might’ve heard of something called “the Sony Tax,” a derisive term used to describe the often high price of Sony TVs relative to rival models.I try to avoid this term on account of its flippancy, but there’s no denying that the cost of any given Sony TV is typically higher than TVs in the same class with similar specs.There’s no denying that the cost of any given Sony TV is typically higher than TVs in the same class with similar specs.Take, for instance, the recently released Sony Bravia 7 II. It’s the most affordable TV in Sony’s lineup to feature the brand’s True RGB display technology, but at the time of publishing, a 65-inch Bravia 7 II will set you back $1,999 at Best Buy.For an entry-level RGB LED TV, this is relatively steep. Consider this: Hisense’s most-affordable RGB LED TV, the UR8, is $1,299. Even Samsung’s cheapest Micro RGB TV is $1,699 at the 65-inch size point.Get instant access to breaking news, the hottest reviews, great deals and helpful tips.Some TV experts and A/V enthusiasts would argue that Sony’s premium pricing is justified by the brand’s meticulous engineering and commitment to consistency. In fact, I’m one of those people — there isn’t a brand I trust more when it comes to how well a TV handles the little things. Everything from upscaling to motion handling is almost guaranteed to be exceptionally realized on a Sony TV, and Bravia TVs in particular are considered by many to be guided by the best picture processing in the game.But there’s no way around it: Sony TVs are priced higher than most of the competition.Grade: C-Design