TCL launches 2 new tablets, a smartwatch and the world’s first ‘zero eye strain’ display

After launching a new line of phones at IFA last year, TCL is sticking to its strategy of slapping its own label on more gadgets: This time to its tablets.

The Chinese electronics manufacturer unveiled the TCL 10 TabMax and the TCL 10 TabMid at the annual tech conference in Berlin, signaling a commitment to ramp up its portfolio of its own-brand consumer electronics. The Android-equipped tablet line is planned for an international release starting next quarter, according to the company. It’s also launching a smartwatch for older people and next-gen earbuds.

Although TCL is a new name in the tablet category, the publicly listed company has a history of designing, manufacturing and marketing tablets for other brands: TCL has produced tablets carrying the Alcatel name and is one of British telecom carrier Vodafone’s largest tablet suppliers.

Touted as a “productivity powerhouse,” the higher-end TabMax brings with it features including an 8,000-mAh battery, a sizable high-res screen (2,000×1,200 pixels), a 13-megapixel main camera and a stylus. It also has a Kids Mode feature that allows parents to monitor their kids’ activities and personalize access to content. The TCL 10 TabMax, which will be available in 4G and Wi-Fi only models, will cost 249 euros (which converts to about $290, £220 or AU$400) and 299 euros respectively. The smaller 8-inch TCL 10 TabMid will cost 229 euros. 

TCL was founded in the 1990s, but it’s expanded from its TV-making origins in recent years. With its new tablets and a range of TCL-branded devices, it hopes to establish itself as integrated consumer electronics company like South Korean giants Samsung and LG. In 2019, TCL launched a midrange handset, called the TCL Plex, at the Berlin tech conference, but the Chinese company has made no secret of its ambitions to become a serious contender in 5G and foldable phones category.

Along with the slew of new gadgets, the company introduced an improved display technology, known as TCL Nxtpaper, which is designed to mirror the experience of reading on paper. TCL claims it’s the world’s first “zero eye strain” display, saying it has more contrast and offers more efficiency than a traditional LCD screen. The company says the screens will be thinner when deployed to devices and will be up to 65% more energy efficient than LCDs. For this tech, TCL says it paired a reflective screen to repurpose natural light.