The world's first TVs with cognitive intelligence 1 - a new dimension of picture and sound. With Cognitive Processor XR™, BRAVIA TVs analyse the content and recreate it the same way humans see and hear in the real world.

BRAVIA televisions and their components are manufactured in Sony's plants in Mexico, Japan, and Slovakia for their respective regions and are also assembled from imported parts in Brazil, Spain, China, Malaysia, and Ecuador.

XR Surround creates surround sound from the sides and vertically so you can experience 3D audio without the need for in-ceiling or up-firing speakers. Paired with Sony audio equipment, our latest BRAVIA TVs bring you an immersive audio-visual experience with the outstanding XR picture and sound quality.

Extended Reality (XR) is an umbrella term encapsulating Augmented Reality (AR), Virtual Reality (VR), Mixed Reality (MR), and everything in between. Although AR and VR offer a wide range of revolutionary experiences, the same underlying technologies are powering XR.

Our Verdict Sony's Bravia XR A95K-series TV delivers fantastic color, brightness, black, processing, and sound. It's arguably the best smart TV on the market–and it's priced to support that theory.

A jack-of-all trades 4K TV under a grand The Sony Bravia XR X90K stands out as a solid midrange offering that, with the exception of sound, can do many things well. You get good color and brightness, a solid remote and Google's smart TV interface for a reasonable price.

The BRAVIA difference The revolutionary upscaling technology on our latest TVs brings everything you watch to life in our stunning 4K quality. Discover a world of apps, movies, and music with seamless usability through Sony's Android TV, and enjoy it all on our thinnest models ever.

Cognitive Processor XR can also analyze sound position in the signal so the sound matches precisely with what's on the screen. In addition, it upconverts any sound to 3D surround sound, to deliver supreme realism with an immersive soundscape.

Extended reality (XR) is a catch-all term to refer to augmented reality (AR), virtual reality (VR), and mixed reality (MR). The technology is intended to combine or mirror the physical world with a "digital twin world" able to interact with it.

What Is Extended Reality? Extended reality (XR) is the umbrella term for a spectrum of immersive and interactive technologies. It encompasses augmented reality (AR), mixed reality (MR), and virtual reality (VR). You can access XR through mobile devices, VR headsets and glasses, and other technologies.

Specifications & Features. Enjoy all your entertainment with intense colour and contrast on this 4K TV featuring our Full Array LED panel, powered by Cognitive Processor XR™.

Sony claims 5% more efficiency in the XR over the X1 Ultimate, which was the company's most powerful TV prior.

In addition, it upconverts any sound to 3D surround sound, to deliver supreme realism with an immersive soundscape. It learns, analyzes and understands unprecedented amounts of data and intelligently optimizes every pixel, frame and scene for the most lifelike picture and sound Sony has ever delivered.

Absolutely. Sony's TV models are closer to high end than entry-level, and there are hardly any screen sizes smaller than 50 inches. Because of this, you can usually expect to spend a good amount of money for a Sony TV, but you'll get a quality television that delivers an excellent picture.