Sony BRAVIA XR-50X90S 50" Full Array 4K HDR LED Smart TV

The XR50X90S delivers the type of natural, detailed picture quality that we've come to expect from Sony. It's no surprise that a company with so much experience in the film industry can also craft cinema-like displays for home use. The XR50X90S offers a compelling feature set including a full-array LED backlight that provides precise control of the backlight, by dimming some areas of the screen and boosting others, Sony's XR Contrast Booster 5 produces a dynamic picture with bright highlights and great black levels. Sony's XR Triluminos™ Pro technology further enhances the picture by reproducing a wide colour spectrum for excellent textural detail and natural skin tones.

This model also boasts Sony’s Flush Surface bezel design for an ultra-sleek look, guaranteed to blend into any surroundings.

Premium processing power with Cognitive Processor XR™

The X90S is the most affordable model to use Sony's revolutionary new Cognitive Processor XR™ processor — the same one used in their flagship MASTER series. This new processor takes conventional Artificial Intelligence a step further by emulating the way our brains think and respond when we see and hear things. This creates a beautiful, true-to-life picture paired with immersive, accurate sound. 

The XR processor also cross-analyses individual picture elements and quickly identifies the human focal point, so that it can immediately enhance each detail of that area. Instead of applying generic changes to the entire frame, it recognises how individual parts of the whole interact with each other and makes precise adjustments create a more natural picture.

The X90S's processor contributes to a richer sound experience, too. Its 3D Surround Upscaling technology can create a heightened soundfield similar to that of a Dolby Atmos surround system, no matter what the source.

Google TV built-in

Discover movies, TV shows, games and much more from Google Play™. Enjoy a huge and ever-growing choice of apps on your Sony Smart TV. Browse 700,000+ movies and TV episodes from across your streaming services, all in one place and organized into topics and genres based on what interests you.

And if you're feeling really lazy, you can simply ask the remote's built-in Google Assistant to pull up a show or movie. You can also adjust the volume, change channels or inputs, and control other basic TV functions using your voice.

More streaming options

The X90S has Chromecast built-in and Apple AirPlay® 2 support so you can easily stream all kinds of content from your mobile device or compatible computer.  This TV also includes the Apple TV streaming app, so you can rent, buy, and watch titles from Apple's video library, and subscribe to Apple TV channels, without connecting a separate device.

Great for gaming

The X90J supports enhanced Audio Return Channel (eARC) and 4K at 120Hz out of the box. After a firmware update, it will also support Variable Refresh Rate (VRR) and Auto Low Latency Mode (ALLM) for smooth graphics without frame tearing or stuttering.