Next generation picture and sound with Cognitive Intelligence
Take vision and sound to the next level with Cognitive Processor XR™. Sony’s revolutionary processor on Sony BRAVIA XR™ TVs reproduces content the way humans see and hear for an incredibly lifelike experience. It understands how the human eye focuses, cross analysing images to give real life depth, extraordinary contrast and beautifully vivid colours.
Exceptional pure blacks for real-life depth and texture
Pairing Sony’s OLED panel with XR OLED Contrast Pro, this TV boosts colour and contrast in bright areas so you can enjoy unprecedented pure blacks and peak brightness. Combined with Cognitive Processor XR™, it enhances pictures in the same way as your eyes focus so you won’t miss a single detail in dazzling light or deep shadow.
Hands-free help from Google
With hands-free voice control built into Google TV, you can set aside your remote and simply use your voice to control your TV. Ask Google to find a specific title, search by genre, and get personalised recommendations on what to watch by saying, “Hey Google, what should I watch?”. Even get answers on screen, control smart home devices, and more.
A wide colour spectrum for real-world shades and hues
Powered by Sony’s Cognitive Processor XR™, XR Triluminos Pro enables A90K to access over a billion colours and reproduce each one with the subtle differences seen in the real world. Together with Sony’s wide colour gamut panel and human-centric processor, it can detect colour from saturation, hue and brightness to deliver natural shades in every detail.
Intelligent motion processing for smooth, fast-moving action
XR OLED Motion combats blur by detecting and cross analysing key visual elements on successive frames. It creates and inserts extra frames between the original ones so you can enjoy smooth and clear action, even in fast-moving sequences.
Supreme pictures and sound, whatever the environment
Sit back and enjoy an enthralling viewing experience. Sony’s unique ambient optimisation technology with light sensor automatically adjusts picture and sound to your environment.
Dolby Vision and Dolby Atmos
Enjoy cinematic thrills at home. Dolby Vision brings scenes vividly to life for authentic viewing, while Dolby Atmos fills the room with immersive surround sound.
XR OLED Contrast PRO
XR OLED Contrast Pro boosts colour and contrast in bright areas for exceptionally realistic pictures defined by absolute pure blacks and peak brightness. With a temperature sensor  and high luminance panel , this OLED TV utilises the Cognitive Processor XR to detect screen temperature and precisely control light so pixels in bright areas are illuminated simultaneously.
• 4K OLED
• Cognitive processor XR
• 4K XR smoothing
• XR OLED Motion
• 4K XR Super resolution
• XR HDR Remaster
• 3 year master dealer in-home warranty.