Yamaha Aims for Immersive Audio with New True X Surround 90A Soundbar, But Price Raises Eyebrows

The True X Surround 90A aims to address a common limitation among current Atmos soundbars: their ability to convincingly reproduce overhead audio, crucial for creating the immersive “dome of sound” effect intended by the technology. Previous Yamaha models, including the 2024 True X Soundbar System, have been noted for areas needing improvement in this regard.

While early indications are positive, the True X Surround 90A’s pricing is raising questions. Yamaha anticipates a UK retail price of approximately £2500, placing it significantly above competitors like Samsung’s five-star Q990F (£1699 / $1999 / AU$1999) and even the company’s own 2024 flagship model (£1099 / $949 / AU$1599). The price point also positions it competitively with full-fledged 5.2.2 speaker packages paired with an audio/video receiver. While soundbars offer advantages in terms of space saving and ease of installation, the substantial price increase will require the Yamaha to deliver exceptional performance to justify the investment. Recent premium Dolby Atmos soundbars such as the KEF XIO (£2000) have demonstrated that high-quality audio can command a higher cost, but the True X Surround 90A faces considerable expectations.