LG is intensifying the trend of embedding displays in home appliances, introducing a second-generation Signature line featuring a 27-inch LCD touchscreen on its new microwave. This move comes as a response to Samsung's push for "screens everywhere" in the home appliance market.

The new LG Signature microwave, equipped with an oversized display and speakers, aims to provide an "immersive entertainment experience." The company suggests the display can also enhance functionality by showing cooking progress from linked ovens. This aims to provide convenience and offset any concerns that customers might have about overspending on what has been seen as an advertising platform by some commentators.

This push towards integrated displays aligns with LG's broader strategy, initiated in 2023, to transition from a hardware-based business to a platform-driven model. This shift has already been seen with the introduction of full-screen advertisements on its idle television sets.

The updated Signature lineup also includes a transparent OLED “Instaview” touchscreen on its refrigerator and smaller LCDs integrated into its washing machine and dryer. These displays enable users to operate the appliances, access entertainment content, and control other smart devices within the LG ecosystem.

LG's unveiling follows Samsung's recent announcement of a wide range of display options for its home appliances. The industry-wide move suggests a growing emphasis on interactive digital interfaces in everyday appliances. LG is expected to provide further details regarding pricing, availability, and launch dates during the upcoming CES show in Las Vegas, which begins January 7th.