LG has announced it's halved the price on the 55-inch 55EA9800 OLED screen it released in July 2013, which will now sell for under $7000.
The curved 55EA9800 originally retailed for $14,999.95, and after an earlier price cut in August, LG is now offering the screen for $7999 with an immediate $1000 rebate as of today.
In January 2014 it appeared the company was clearing stock to prepare for new models when three UK retailers offered deep discounts to £3,000 ($4,910) on the screen.
However, the UK price has since aligned with the new US pricing and LG has confirmed the 55EA9800 will remain in the company's lineup until mid-year.
"Our goal is to grow the U.S. OLED TV market by making OLED TVs more affordable. And this is another step in that direction," said William Cho, LG Electronics USA's CEO in a press release.
Meanwhile, Samsung's own curved KN55S9C OLED -- which CNET's David Katzmaier called the "best picture we've ever seen"-- is still on sale for $8999.