Turning up the sound Affordability was also the theme on the audio side of Sharp’s stand, where the company showcased a refreshed soundbar range. Six new models are being introduced, with the
‘Technology everyone can afford’
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From MiniLED TVs and immersive audio to smart radios and an ever-growing e-bike range, Sharp used IFA 2026 to show how it is bringing new technology to more accessible price points. ERT takes a closer look.
S
harp arrived at IFA with a fairly straightforward message: better technology should not automatically mean a bigger price tag.
That has become a key part of
the manufacturer’s strategy in Europe, with the brand focusing on what it describes as Japanese quality at affordable prices. At its Berlin press conference, Sharp Consumer Electronics Europe said this approach had helped return the business to growth over the past three years.
“Japanese quality and affordability, these are
the two key words which are driving us every day,” explained Sascha Lange, Vice President at Sharp Consumer Electronics Europe.
MiniLED moves towards the mass market Sharp is making a concerted push to bring MiniLED technology further down the market, arguing that the technology should no longer be reserved for premium televisions. Its latest MiniLED line-up includes the JT8000 series, combining individually controlled LEDs and local dimming with Quantum Dot technology to improve black levels, brightness,
upper end of the line-up putting Dolby Atmos and DTS Virtual:X at increasingly accessible price points.
contrast and colour reproduction. AI is involved too, of course - it is IFA after
Sharp also highlighted its Q soundbar system, developed with French audio specialist Devialet. The 5.1.2-channel system combines a wireless subwoofer with optional wireless rear speakers, as the company looks to bring a more premium home cinema experience to a wider audience. There was also something rather more retro making a comeback. Sharp is returning to the turntable category
all. Sharp’s AI-PQ technology analyses scenes, faces, objects, depth and source quality, adjusting picture settings in real time, while Dolby Vision IQ and AQUOS Smooth Motion are designed to improve performance across different types of content.
But it was the pricing strategy behind MiniLED that Sharp was particularly keen to hammer home.
Mr Lange said the company’s goal was to make technologies that have a “significant impact on picture quality affordable”, following a similar approach to the one it took with QLED. “This year we are doing exactly the same with MiniLED,” he said, explaining that Sharp intends to offer MiniLED for around a €50 premium over a similarly specified QLED television. Sharp also continues to take a deliberately
broad approach to smart TV platforms. Its range encompasses TiVo OS, Titan OS, Google TV and Roku, giving retailers and consumers a choice of interfaces rather than tying the entire portfolio to one ecosystem. TiVo was given a particularly prominent
role during the IFA press conference, with the company discussing its content-first approach to television and its work with Sharp.
with the RP-TT110, tapping into a segment which Mr Lange described as one of the fastest-growing areas of the audio market. The model features an automatic tonearm, repeat, forward and reverse functions, remote control, USB-C digital output for recording and an Audio-Technica cartridge. It is perhaps an unlikely combination of vinyl and USB-C, but then that rather neatly sums up where the audio market is at the moment. Elsewhere, Sharp is bringing another old favourite firmly into the smartphone era with its CP-DS10 4-in-1 Speaker Dock. The unit combines Bluetooth stereo audio with Qi2-certified magnetic wireless charging at up to 15W, Apple Watch charging and USB-C charging. With up to 40W maximum output, the idea is to replace several bits of bedside or desktop kit with one compact device.
Radio gets connected IFA also marked Sharp’s entrance into the Smart Radio category. Its new range combines the familiarity of FM and DAB+ with internet radio, Spotify Connect, podcasts and Bluetooth, giving users access to more than 60,000 stations around the world. The portable Oslo family comprises the DR- IP630 and DR-IP640. The former offers 5W mono sound, while the latter steps up to 10W stereo, with both offering up to 12 hours of battery life. For something a little more traditional, the
Lisbon DR-I740 pairs an engineered wood cabinet with 20W stereo sound, USB MP3 playback and auxiliary connectivity alongside its streaming features.
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