Like Sony's Bravia and Sharp's Aquos, Aurea is the new iconic sub-brand for Philips LCD TVs. But in the way the trio market their products, Philips has obviously taken a different approach. Excluding some small sized models and a few very small regional-sized markets, Bravia and Aquos are respectively the generic symbol of Sony and Sharp-made LCD TVs. Philips Aurea, on the other hand, represents only the most elite class of LCD TVs targeted for the Europe market.

Unlike other consumer electronic companies, Philips does not particularly emphasize on the specifications of its TVs in Europe. For example, Philips did not launch its 47" and 52" TVs until the end of 2007. By contrast, Samsung, Sharp and Sony are already going head to head in the 65" and 70" market segment. However, technology-wise, this does not represent in any way that Philips is lagging behind its Japanese and Korean peers. Instead, it is a demonstration of Philip's insightful observation of the importance Europeans attach to the TV's overall style over the TV specs ---a pivotal reason behind Philips keen development of the Ambilight product lineup.

Currently, there is only one market available Aurea model---the 42PFL9900D. Like today's high-end TVs, the set is equipped with features such as FHD and 100Hz refresh rates. Needless to say, the model also comes with Philips proprietary Ambilight feature.