Philips is making significant changes to its television strategy, announcing it will discontinue Google TV on its flagship OLED models starting in 2026. The company revealed its 2026 OLED lineup, signaling a shift towards alternative smart TV platforms.
According to reports, Philips will adopt TitanOS, a smart TV platform, with Apple TV integration becoming standard. This move comes as Philips focuses on enhancing picture quality and user experience on its high-end televisions. The OLED+911 model is slated for release in June.
The decision to move away from Google TV coincides with the introduction of Dolby Vision 2 Max, a fresh picture processing technology, which Philips says will deliver an improved viewing experience. This highlights the company’s commitment to pushing the boundaries of visual fidelity in its premium TV offerings.
Alongside the platform change, Philips is also introducing AmbiScape, a new feature designed to create immersive ambient lighting experiences. This technology aims to extend the visual experience beyond the screen, integrating the television with the surrounding environment.
This shift in strategy comes after Philips rolled out a major firmware update to its 2023 and 2024 Google TVs, upgrading the underlying Android OS to Android 14. Even as 2025 models already shipped with the latest software, the update was initially available via USB and is now being deployed over-the-air. The update focuses on improving app launch speeds, multitasking, system stability, and HDR/HDMI support, as well as enhancing gaming and smart home integration.
The move to TitanOS and Apple TV integration represents a strategic realignment for Philips, as it seeks to differentiate its OLED+ televisions through a combination of advanced picture technology and a refined smart TV experience. This change signals a growing trend among TV manufacturers to customize their platforms and offer unique features to consumers.
