Last updated: July 7th, 2026 at 19:05 UTC+02:00
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The naming headache returns for 2026.
Reading time: 3 minutes
Max Jambor / SamMobile
I've had a bit of an issue with Samsung Electronics' product branding for a while now. Some product categories are worse than others, but almost none is spared from the company's inconsistent and often confusing naming strategies.
The TV segment is a good example. Even Samsung seemed aware of its branding problems when a study it commissioned showed most UK TV shoppers don't understand TV tech.
As a result, Samsung tried giving its products clearer identities and making it easier for prospective buyers to identify the right TVs. But just as I was beginning to believe things were improving, the company rolled out the 2026 OLED TV lineup and made everything confusing again.
Here's what has transpired since the beginning of the year.
At CES in January, Samsung announced the 2026 OLED TV lineup and introduced four models: S85H, S90H, S95H, and S99H. The S99H was presented as the best and most premium variant.
Now here's the problem. In some regions, the S95H is the best, but not in others. Depending on your market, the lineup actually looks different, and the significance of those model names changes dramatically.
Even more puzzling is that the same logic doesn't apply across the 2026 OLED lineup. It's not just a number mismatch. In other words, the European S99H is the same as the S95H in the USA, but the European S95H is not the same TV as the S90H across the pond.
Confused yet? You can blame Samsung for that. Just remember this: The flagship OLED TV for 2026 is called the S95H in some markets and the S99H in others. The easiest way to identify it visually is by its distinctive Art Store-friendly frame/bezel.
As for why Samsung chose to sell the same flagship OLED TV under different names in different markets, your guess is as good as mine. I don't see why this confusion was necessary, so once again, I've lost whatever faith I had built up in Samsung's ability to simplify its branding. This 2026 OLED strategy has us back at what feels like square one.
Mihai is a blogger and column writer at SamMobile. His first Samsung phone was an A800 which took a lot of beating, and a part of him still misses the novelty of the clamshell design. In his free time, he enjoys watching shows, documentaries, and stand-up comedy; listening to music, taking walks, and occasionally playing old(er) video games.
