But the real focus was on TVs. Joining Toshiba and Vizio, Samsung unveiled its own Ultra HD TV. For those who are new to this new phenomenon, Ultra HD TVs have four times the resolution of the current 1080p high-definition TVs. That means much crisper content.
"The focus at this show for us is TVs" David Steel, Samsung Vice President of North America, told ABC News.
Watch Video Here: Samsung's S9 UHD TV
The showstopper is certainly Samsung's Ultra HD offering -- the S9 UHD. It is being shown off with an 85-inch or 110-inch screen. Not only that, it looks like it is floating in its frame, since you can adjust the screen.
On the spec front, it has an up-scaling engine to bring HD content to Ultra HD level picture quality and Samsung's Precision Black pro technology, which makes blacks look even darker. The audio quality is also supposed to be top notch with 3-way 2.2 channels of 120 watt audio. Inside it has a quad-core processor so it can play such detailed pictures and sound, and also run Samsung's Smart Hub or app platform.
Samsung's ultra-high-definition TV is... View Full Size
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When asked how Samsung would stick out in the Ultra HD space, Steel said picture quality and design. "The No. 1 thing is picture quality. That's where we built our reputation," Steel said. "And design will be increasingly important in this space."
Of course, like many of the others, Samsung isn't talking about pricing on the Ultra HD TV. (Sony's 84-inch TV costs $25,000.) It says the S9 will be available in the second half of the year. Steel did say, "We tend to only launch products when we think there is a market for them."
Smart Hub
Samsung launched a number of brand-new LED and OLED TVs as well at the show, all of which include its new Smart Hub, which brings apps to the TV screen. Not only has it redesigned its main software to make it easier to use, but it also improved its gesture and voice features. Those allow you to wave your hand to communicate with the set or use voice to find content or change the channel.
It also improved its S-Recommendation engine, which lets you tell the TV what things you like by selecting a like button or giving the TV a thumbs up. Also, the new TVs support Samsung's Evolution kit, which lets you upgrade the software and hardware of any of the TVs in the future with a hardware add-on.
Steel said Samsung is focusing on interface and making TVs more integrated with mobile devices. Apple is rumored to be releasing its own HDTV this year, but Steel said Samsung doesn't feel pressured to think different -- er, differently -- as a result.
"If you look at smart TVs we are already number one. We have built that out and we are building the ecosystem. And with also our position with phones and tablets we see consumers being on their phones and tablets," Steel said. "We see plenty of room to continue that innovation, but also to be able to link them."
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