Sony seemingly bakes tariff penalty into its new US TV pricing

is a senior reviewer who has worked at The Verge since its founding in 2011. His coverage areas include audio (Sonos, Apple, Bose, Sony, etc.), home theater, smartphones, photography, and more. Earlier this month, we got a close look at Sony’s new Bravia 8 II OLED. Despite the name, this TV is actually the spiritual successor of the company’s acclaimed A95L. It’s going to be one of the very best TVs you can buy in 2025, and now Sony has revealed how much the Bravia 8 will cost along with the also-new Bravia 5 and Bravia 2 LED sets. And at least in the case of the OLED, there seems to be some tariff mitigation in play. Using the 65-inch model as an example, the Bravia 8 II is priced at $3,999.99. That’s $500 more expensive than the starting MSRP of the A95L, which was released in 2023. But meanwhile, the Canadian price of $4,999.99 remains exactly the same as it was two years ago. If you convert that to USD, you land back in the same $3,500 ballpark that Sony charged for the 65-inch A ... Read full article.