Samsung is reportedly preparing a major overhaul of its television range for 2027, with plans to phase out its QLED TV branding and introduce a simplified three-tier product strategy.

According to a report by Korea’s ETNews, Samsung is working on a new TV structure to be made up of AI TV Basic, Plus and Ultra models, in a plan to simplify its premium television portfolio and strengthen its position against competitive Chinese manufacturers.

The entry-level Crystal UHD LCD range is expected to remain outside the new structure.

The reported changes would be a significant shift for Samsung, which has spent years building its QLED branding as part of its television marketing strategy.

Under the proposed structure, Mini LED LCD televisions are expected to sit in the Basic category, while OLED and Micro RGB televisions would sit in the premium Ultra tier.

The Plus category remains unclear, particularly if Samsung continues with its reported plan to phase out QLED LCD televisions.

It is also not yet known whether Samsung intends to retain 8K televisions as part of its 2027 product strategy.

The reported restructure is not limited to hardware. Reports suggest Samsung is also looking to build its television business around AI-powered services and subscriptions.

The strategy would involve selling more televisions at potentially lower hardware margins and generating recurring revenue through subscriptions and services connected to Samsung’s Smart TV ecosystem.

The company reportedly wants to increase annual television shipments from around 35 million units in 2026 to more than 40 million in 2027, which represents a significant increase in volume. And particularly at a time when Chinese television manufacturers are putting pressure on established brands via aggressive pricing and expanding premium product ranges.

The proposed changes also raise questions about how Samsung will position its televisions against competitors including TCL and Hisense, both of which have been investing heavily in Mini LED and other advanced display technologies.

Samsung is expected to unveil its 2027 television lineup at CES 2027 in Las Vegas in January.

The company has not publicly confirmed the reported product restructuring and Basic, Plus and Ultra branded categories, along with the future of QLED.