It didn’t take long.

Yesterday Samsung promised to have its new Curved OLED TV in its Samsung Experience Stores by noon, and lo and behold, when UnderCurrent wandered by the store in the late afternoon, there it was in all its concave glory. 

In pride of place in the front window, there were plenty of passers-by stopping to have an ogle at the $11,000 panel, and UnderCurrent even spotted Samsung’s native blue shirts stepping out of the safety of the store to talk customers through the product from out on the street. 

Seeing the picture up close is quite something — and the curved design is actually surprisingly subtle. 

Things were a little less subtle in Samsung’s other display window. UnderCurrent supposes it must be tough sharing Sydney’s George Street with a behemoth like Apple, and it was only a matter of time before the tongue-in-cheek jibes started. 

In a matter of hours after announcing local availability of its Curved OLED TV, the product was available in Samsung's store.
 
 
For those not after a big TV, maybe a big phone and a big challenge to Apple is more in order…