LG’s microwave features a 27-inch display, making it ideal for displaying ads

LG has entered the competition with Samsung to add displays to every home appliance, culminating in the LG Signature microwave, which features a 27-inch LCD touchscreen and speakers—an extravagant addition to an appliance that many might argue isn’t necessary.

LG claims the microwave’s display offers an “immersive entertainment experience” that might help alleviate any buyer’s remorse from investing in a potentially over-priced advertising platform in your kitchen. Additionally, when paired with an LG oven, it “conveniently displays cooking progress,” eliminating the need to bend down to check the oven manually.

In 2023, LG revealed plans to shift from a hardware-based business to a platform service model that generates ongoing profits. As part of this strategy, the company began showing full-screen ads on idle televisions. The second-generation Signature series of Wi-Fi-connected appliances continues this trend, with a large transparent OLED “Instaview” touchscreen on its fridge and smaller LCD screens on its washer and dryer. These Signature displays not only control the appliances but also offer access to entertainment and LG smart home device controls.

This announcement comes shortly after Samsung revealed a wider range of display options for its home appliances, ranging from 4.3 inches to 32 inches, as part of its “screens everywhere” strategy—moving away from traditional buttons and dials in favor of larger screens, which are more costly but offer added functionality.

While LG has yet to announce pricing, availability, or shipping details for its new Signature lineup, more information will likely emerge at CES 2025, which begins on January 7th in Las Vegas.