Roku unveils its first self-branded OLED smart TVs, starting at $999 for 55" and 65" 120Hz models and $1,299 for 144Hz models, sold exclusively via Amazon (Chris Welch/Bloomberg)

Roku has unveiled its first-ever OLED televisions, the Roku Pro Series OLED and Roku Pro Series LX OLED, marking a bold shift from its traditional budget-friendly streaming hardware. The entry-level model begins at just $999 for a 55-inch screen, significantly undercutting Samsung's S85 OLED at $1,499 and LG's B6E OLED at $1,299.

Roku's Pro Series OLED boasts a 4K, 120Hz panel with Dolby Vision, Roku's Smart Picture Max for automatic tuning, and gaming features such as FreeSync Premium and variable refresh rate. It is currently available in both 55 and 65 inch sizes exclusively through Amazon. The higher-end LX OLED model adds brighter panels, a wider color range, a faster 144Hz refresh rate, and an anti-reflective filter to reduce glare.

It is expected to launch in October for $1,299. Both new TVs retain Roku's signature simplicity, featuring an adjustable stand, velcro cable straps, and a push-to-talk voice remote with backlit buttons compatible with Bluetooth headphones. However, the ultra-thin metal bezel design has resulted in the absence of the Soundstage audio port found in older Pro TVs.

Roku's VP of retail strategy, Chris Larson, revealed that the feature would have made the new design too thick to achieve. This move by Roku aims to bring its simple software and affordable streaming devices to the premium TV market. Whether Roku can challenge LG and Samsung in terms of picture quality remains to be seen, but the company has already made the premium TV market more competitive.