The Liberation Day Tariffs: How New US Tariffs Are Changing the Smart TV Market and App Development Approaches

In early August 2025, the US expanded and updated its customs tariffs: some measures started on August 1, while the main provisions took effect on August 7. Electronics were also affected by these new tariffs. For companies whose services operate on Smart TV, this means the need to respond flexibly to market changes and quickly adapt their products to new conditions that influence app development and testing.

How US tariffs might impact the Smart TV market

When the US imposes tariffs on electronics from certain countries, the cost per batch of TVs produced there rises. It’s not always about a complete ban or restriction — even a few percentage points difference in tariffs can significantly affect the final price for consumers and the profit margins of brands.

To keep prices competitive, manufacturers redistribute assembly across countries. They often choose locations where tariffs are minimal or where preferential regimes apply. For example, if tariffs for China increase, some production might be moved to Vietnam, Mexico, Poland, or India, where conditions are more favorable.

Relocating assembly almost always leads to changes in components. New factories work with different suppliers: processors, graphics chips, communication modules, panels. Along with this, firmware versions and update schedules change to adapt the system to specific equipment. As a result, even within the same model line, TVs with the same name may have different hardware bases.

Why this matters for Smart TV applications

To the user, a TV remains the same device, with little visible difference between models assembled in Vietnam or Mexico. But for apps, these differences can be critical.

• Performance variations. If a batch uses a weaker processor, 4K videos may lag, and animations will stutter.
• Compatibility issues. Some firmware versions support necessary APIs, others don’t. A feature tested successfully might not be available to some users.
• Update timing discrepancies. TVs from different regions receive firmware updates at different times. You release a new app version that works well on devices with recent updates but glitches on older systems.

For businesses, this translates into risks: decreased user retention, negative reviews, and revenue loss.

Which Smart TV platforms are potentially affected?

Most major Smart TV platforms are likely to feel the impact of tariffs. This includes Tizen (Samsung), webOS (LG), and Android TV / Google TV (Sony, TCL, Philips, etc.). Operating systems themselves are tariff-free, but they are tied to devices produced in certain regions, which are subject to tariffs.

Major manufacturing regions for Smart TV components:

• Vietnam, Indonesia, South Korea, Mexico — Samsung TVs assembly.
• Vietnam, Indonesia, China, Mexico — LG TVs assembly.
• Mexico, Japan, Slovakia, China, Malaysia, Brazil — Sony TVs assembly.
• China, Mexico, India, Poland, Brazil, Vietnam — TCL TVs assembly.
• Poland, Russia, Brazil, Argentina, Mexico, Thailand — Philips TVs assembly.
• China, Poland, India, Japan, Taiwan — production of screens and components.

Many of these countries are included in the list affected by new US tariffs. This means supply chain delays, component shortages, or assembly relocations may influence release timings and update schedules. It’s vital for businesses to monitor not only OS development plans but also the manufacturing geography of their devices.

How to prepare your business for market changes

1. Reassess your audience geography. Clarify which countries your apps are installed in and which brands dominate there. This helps identify which devices might change first.
2. Evaluate dependence on specific models. If your app targets 1–2 model lines, tariff increases and relocations can quickly affect stability.
3. Check product versatility. Ensure your service is equally convenient on devices with different performance levels and speeds. Optimize media content, navigation, and response times.
4. Monitor manufacturer movements. Track where brands relocate production, as this impacts device features and update schedules.
5. Plan time and budget buffers. Changes in hardware bases may require interface, content, or functionality adaptations. Allocate resources beforehand.
6. Leverage external resources. Work with trusted partners to quickly test your product on devices from different regions and adapt it to new conditions.

Conclusion

Changes in supply chains due to tariffs are unpredictable, but proactive planning helps mitigate risks. Regularly analyze your supply geography, prepare flexible product architecture, and build buffers into your schedule and budget. Working with experienced partners accelerates adaptation and ensures your product remains competitive even amid market shifts.

At DigiNeat, we assist businesses in analyzing market conditions, designing adaptable Smart TV applications, and managing compatibility and scaling tests. Our goal — to keep you on the market and growing, regardless of external challenges.