Philips is attempting to do something a little different with one of its 2019 models. Rather than just throwing it out as another series TV with a number, it's talking about it as The One.
As in - the one you'll want to buy.
TVs are confusing. There are so many choices when it comes to buying TV that you have to spend hours researching before you part with your cash to make sure you get exactly what you want.
In reality, most people want the same thing - a TV about 55-inches which has great picture quality, offers connected services and doesn't cost you more that you can afford. The One is exactly that.
Technically it sits in Philips mid-range (and the number it has is 7304 - but that doesn't really matter). It's an LCD TV, powered by the P5 Perfect Picture Engine (the same processor as the flagship models), it offers three-sided Ambilight and it's Android TV-based, with a Netflix button on the remote and Google Assistant, so you can talk to it through the remote. Yes, it supports Dolby Atmos and Dolby Vision.
But what Philips will be doing with this TV is pushing it through retailers as a simple option - good enough for the vast majority at a price most people will be happy to pay. The message we're getting from Philips is that they want to cut through the jargon and the fuss of buying a TV and make it easier for people.
At the moment we don't know what that price is going to be - and that's a key factor in volume TV sales - but having laid eyes on it, it's looks like a nice enough TV.
We'll be getting a lot more information about The One - and Philips other new TVs over the coming days - so stay tuned.