TWICE recently caught up with Grace Dolan, Senior Vice President of Sharp Electronics Marketing Company of America (SEMCA), who shared her insights into the new AQUOS QLED 4K Ultra HD Smart Xumo TV and what Sharp has in store for 2026.
TWICE: Sharp is positioning this new AQUOS QLED line around ease-of-use and seamless integration via the Xumo OS. How do you differentiate this offering in a market already crowded with smart TVs, and what steps did you take on the engineering or UX side to make Sharp’s experience feel uniquely intuitive?
Grace Dolan (GD): At Sharp, we are dedicated to providing solutions that seamlessly integrate into our customers’ daily lives. As TVs grow ever more complicated with the latest buzzy features, we see a growing need for simplicity and real value. With our new Sharp AQUOS QLED line, our customers are getting the premium performance and features they want at an accessible sub-$1000 price point.
This starts with engineering. Each AQUOS QLED TV delivers an immersive viewing experience through cutting-edge Quantum Dot display technology, 4K HDR with Dolby Vision, and Dolby Atmos. They are available across five of the most popular screen sizes (50”-85”).
When powered on, the new AQUOS QLED TV with Xumo OS is simple and easy to navigate. Features like universal search, personalized app rows, and voice control streamline discovery and make watching what you love faster and easier. Access to live and streaming content across 250+ apps and hundreds of free channels is all unified under one easy-to-navigate platform.
Built for today’s connected homes, the TVs seamlessly integrate with Amazon Alexa, Apple AirPlay®, and Apple HomeKit®. Our goal was to make advanced technology feel invisible – so the experience is brilliant, connected, and truly simple.
TWICE: From Sharp’s perspective, what were the biggest challenges or trade-offs in embedding Xumo deeply into your hardware? How much influence did Sharp have over the user interface and roadmap of the Xumo stack in this project?
GD: The Xumo OS is rapidly gaining traction in the Smart TV ecosystem. People appreciate its easy set-up, intuitive navigation, and large selection of both free streaming channels and on-demand titles.
At Sharp, we feel this aligns with our commitment to simplicity and value. Our discussions with Xumo’s team around software updates and feature roll-outs were very collaborative, combining our expertise in hardware and consumer experience with their platform strengths. We are excited for our customers to experience the latest Xumo experience on our new AQUOS line.
TWICE: The new TV supports Amazon Alexa, Apple AirPlay, and HomeKit. As consumers build increasingly complex smart-home ecosystems, how do you see the role of the TV evolving — as a hub, as a display — and what future integrations (e.g., Matter, Bluetooth LE, APIs) is Sharp pursuing?
GD: We see the TV becoming much more than a display—it’s the heart of the connected home. With support for Amazon Alexa, Apple AirPlay®, and HomeKit®, the new AQUOS QLED line fits naturally into consumers’ existing ecosystems, acting as both a visual centerpiece and an intuitive control point.
Our goal is to ensure that Sharp TVs and home appliances enhance connectivity rather than complicate it. As smart homes evolve, we’re exploring deeper integrations through open standards like Matter, Bluetooth LE, and expanded APIs—so that our solutions, like our new TVs, can communicate more intelligently with other devices. This means greater flexibility, interoperability, and a more personalized experience for the user.
Ultimately, we see the Sharp TV as more than a product; it’s a central point to home – bridging content, devices, and daily life in a way that feels effortless and unified.
TWICE: Highlighted features of the AQUOS QLED 4K Ultra HD Smart Xumo TV, such as the X7 Revelation Processor, Dolby Vision, Dolby Atmos, a quantum dot display, and a hidden cable management system, are impressive. Can you walk us through how these hardware innovations were prioritized, and where you see the biggest bottlenecks (e.g., power, heat, cost) in pushing to more immersive TV experiences?
GD: Our goal is to maximize performance while delivering real value and choice for consumers. As TVs become increasingly complex and overengineered, we’ve seen a shift in what people actually want. Many are prioritizing durability, simplicity, and longevity when it comes to their purchases.
In response, we focused our development efforts on innovations that make the biggest impact: exceptional picture quality through QLED displays and Dolby Vision, immersive audio with Dolby Atmos, and thoughtful design touches like clean cable management. The challenge was balancing these premium features with affordability and bringing them to market under the $1,000 price point.
That balance between performance, accessibility, and long-term reliability drives every decision we make.
TWICE: With a full lineup from 50″ to 85″, how is Sharp segmenting the market in the U.S.? What is your pricing strategy relative to direct competitors (e.g., Samsung, LG, Sony), and what margins or unit targets are you shooting for with this television launch?
GD: Our U.S. lineup from 50” to 85” is designed around one core principle—maximizing performance and value. We’re positioning Sharp as the brand for consumers who want accessible luxury: premium technologies and thoughtful design at prices that fit real-world budgets.
Every model in the AQUOS QLED range offers a complete smart TV experience, with intuitive navigation, seamless streaming, and voice control for a truly connected lifestyle. Rather than chasing the ultra-premium tier, our focus is on democratizing advanced features—bringing QLED displays, Dolby Vision, and Dolby Atmos performance into reach for more households.
Consumers today are savvy and value-driven. That’s why every decision in this lineup reflects careful prioritization, choosing the technologies that truly enhance daily life while keeping the experience simple, smart, and accessible.
TWICE: Beyond the launch of the Smart Xumo TV, what other product categories or enhancements is Sharp prioritizing through the rest of 2025? Are there firmware upgrades, new sizes, or adjacent devices such as soundbars, remotes, or other accessories that we should expect before year’s end?
GD: We’re thrilled to be back in the TV space with a strong lineup that reflects Sharp’s renewed energy and long-standing commitment to performance and value.
For the remainder of 2025, our focus is on strengthening that foundation. While we’re not yet discussing future product roadmaps, we’re continuing to push innovation within the TV category and build on the brand love, fueling our momentum.
Beyond TVs, we’re expanding our presence in home appliances. Later this year, we’ll introduce the Sharp Celerity™ High-Speed Oven, featuring industry-first golden heater technology that cooks up to three times faster than a conventional oven and smart connectivity for control right from your phone. Whether in the kitchen or the living room, our goal is to deliver products that make everyday life simpler and support how people live today.
TWICE: Looking ahead to 2026, what is Sharp’s vision for the future of home entertainment? And how will Sharp balance innovation with backward compatibility and consumer expectations?
GD: Looking ahead to 2026, Sharp sees home entertainment as central to how people connect, relax, and enjoy everyday life. Demand for TVs, especially larger screens, continues to grow in the US, and we’re focused on making the home a place families enjoy spending time together.
At the same time, we’re listening closely to what consumers want and what they don’t. Simplicity and meaningful features are increasingly valued, so we’re prioritizing what matters most: brilliant screens, intuitive controls, and fast, frictionless smart experiences. As new technologies emerge, we’ll balance innovation with backward compatibility and real-world practicality. We want to deliver products that truly enhance daily life, not overload it.
The Sharp brand in the US was built on a steadfast focus on consumers and the customer experience. Our recent Globee® award for Consumer Electronics Product of the Year highlights how strongly that commitment continues to resonate in American homes.
See also: Grace Dolan Appointed Senior Vice President Of Sharp Electronics Marketing Company Of America
