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  A rendering of a Roku TV mounted on a wall. [credit: Roku ]

To say Roku is dominant in the TV software space would be an understatement—RokuOS is by far the most popular smart TV operating system. But for its hardware, the company has relied on partners like TCL and Hisense. As previously rumored , that's changing in 2023.

Starting this spring, Roku will begin shipping its self-branded TVs in the United States. The lineup will include 11 models, ranging from 24 to 75 inches across two product lines: Roku Select and the more expensive Roku Plus. Roku hasn't said much about what will distinguish Roku Plus, apart from including the company's Voice Remote Pro, which offers more features than the standard Roku Voice Remote.

Prices for these HD and 4K TVs will range from $119 to $999—a clear sign that, as with Amazon's competing Fire TV sets, the emphasis here is on accessible pricing, not top-notch picture quality.