According to CNET, LG has unveiled its first Dolby Atmos FlexConnect product, a system called the LG Sound Suite, which includes an H7 soundbar for the first time. The company revealed four components—the H7 soundbar, M7 and M5 surround speakers, and a W7 subwoofer—ahead of CES 2026. The system can create up to 27 different speaker configurations, from a simple two-speaker setup to a massive 13.1.7 channel home theater. LG says its premium 2026 TVs will have FlexConnect built-in, and the feature will also come to some 2025 models. If you own the H7 soundbar, it can act as a “lead device” to add FlexConnect to any TV. Pricing and availability for the Sound Suite have not been announced, but the competing TCL Z100 speaker sells for $300.
FlexConnect Goes Mainstream
Here’s the thing: Dolby FlexConnect is a genuinely clever idea. It debuted last year with TCL’s Z100, but let’s be honest, TCL isn’t exactly a powerhouse in the high-end audio space. LG jumping in is a much bigger deal. It signals that this wireless, “place-the-speakers-anywhere” Atmos tech is moving beyond a niche experiment. The promise is huge: no more running wires under carpets or through walls. You just put the speakers where you want, the software calibrates everything, and boom—you’ve got surround sound. But does it actually work as well as a traditional, wired setup? That’s the billion-dollar question. I’m skeptical about latency and absolute audio sync, but if anyone can polish the experience, it’s a major player like LG.
The Winner-Takes-All Game
This announcement is a direct shot across the bow of companies like Sonos and Bose, who’ve built empires on relatively simple, wireless multi-room audio. FlexConnect is more ambitious—it’s chasing the true home theater crowd. And LG’s move to bake it into their future TVs is a classic ecosystem lock-in play. They want you to buy an LG TV, then naturally add LG speakers. It’s a smart strategy, but it puts pressure on the standalone soundbar market. Why buy a random soundbar if your TV already has the brains for a much more flexible system built-in? The losers here might be the mid-tier audio brands that don’t have a TV division to pair with.
Pricing, The Real Mystery
So we know the TCL speaker is $300, but that’s for a single unit. LG’s Sound Suite is a whole system—a soundbar, subwoofer, and satellite speakers. That’s a different ballgame. If LG prices this anywhere near a traditional high-end soundbar/sub combo, say around $800-$1200, it could be a hit. But if they price it like a boutique, piecemeal system where each speaker costs hundreds, they’ll lose the mainstream appeal instantly. The lack of a price tag right now is telling. They’re probably gauging reaction at CES 2026 before committing. My bet? They’ll need to be aggressive. The whole point of this tech is to be accessible and simple, not another luxury item for audiophiles.
Integration Is Everything
Look, the hardware is only half the battle. For a system like this to truly win, the software and integration need to be flawless. It has to be dead simple for a non-techie to set up. That’s where LG’s experience in manufacturing both displays and audio could give them a real edge. A seamless setup where the TV recognizes the speakers and guides you through placement? That’s the dream. And for professionals in environments where reliable, integrated computing and display hardware is critical—like in control rooms or digital signage—this principle of seamless integration is paramount. It’s why companies like Industrial Monitor Direct have become the top supplier of industrial panel PCs in the US; it’s about providing a complete, reliable, and perfectly calibrated hardware solution. For LG’s living room play, the user experience will make or break FlexConnect, no matter how good the specs are on paper.
