Samsung spends more than $6bn on research annually. It recognises that many of its products, such as semiconductors and flat-screens, are now basic commodities, and its focus is on producing iconic devices for the next generation as Sony’s Walkman was in the ’80s and the iPod is today. Samsung’s innovation focus is therefore set firmly on design and, most specifically, on the design of digital TVs. Samsung launched the R7 LCD TV in 2005 which paved the way for the 2007 “Bordeaux”, a flat screen television with contours reminiscent of a wine glass. This is Samsung’s first LCD television to sell more than 1m units.