It’s the final day at IFA 2025. Most importantly, it’s that day of the five-day event when brands transition from showcasing products to selling them to consumers, some preferring to open preorders on their website. It’s the same day when tech magazines publish wrap-up articles highlighting the coolest gadgets and innovations, with some providing hands-on first impressions, while others summarize key themes and tech trends to emerge from the show. The concluding day also happens to be the moving day. You would find exhibitors, visitors, and media rushing out of Messe Berlin Fair Grounds, checking out of their hotels, and boarding flights to their respective countries.
Last year, IFA 2024 attracted nearly 215,000 visitors from 138 countries, along with more than 1,800 exhibitors showcasing cutting-edge technology from around the world. “We’re hoping to exceed those numbers this year,” an IFA representative told me on day four of the event, though they didn’t reveal the final figures at the time. As it turns out, IFA 2025 has welcomed over 1,900 exhibitors and more than 220,000 visitors.
While CES continues to have bragging rights in terms of more exhibitors, it’s IFA that attracts a larger crowd. “IFA has typically been a European regional tradeshow, and CES has been the primary Global show,” Adam Weissman, Senior PR at Anker, tells me. As a former contributor with Tom’s Guide and a keen industry observer, Adam points out, “There seems to be a growing effort to make IFA more impactful this past year. From a media standpoint, there are only about 30 US media outlets that travel to the show, but over and over again, we saw many other tier one outlets cover the show and brand introductions remotely,” he states.
But here is the catch. Unlike CES, IFA is a show that allows consumers to come in and see and interact with brands and their new product line-ups. CES, however, is industry-focused, which requires a credentialed audience affiliated with the industry. The Berlin tech spectacle, on the contrary, focuses on B2C and B2B networking, business, and product development. As IFA 2025 wraps up its 101st edition on September 9, these past few days at the biggest European electronics trade show have shown how it is now louder, sharper, and smarter. A key driving force behind this evolution has been the rise of Chinese brands making strong inroads into the European tech landscape.
Chris Pereira, CEO of iMpact and Media Commenter, who has helped more than a hundred companies enter the European tech market, informs, “We have seen a major uptick in client interest in IFA and the European market more generally in the past two years. IFA is increasingly in the sights of companies seeking growth and differentiation beyond the U.S. market – and Berlin is where brands localize for Europe, building local market connections to expand in Germany and beyond to other parts of Europe.”
So, is IFA a mere launchpad for these exhibitors, and a money spinner for media outlets, or has it transcended into a great substitute for CES, which bills itself as the world’s largest trade fair? Well, the answer is tricky.
CES still commands the bulk of global attention, especially from U.S. brands and media. After all, it’s the first major tech event of the year and often sets the tone for the industry. But IFA plays a different game. It’s more grounded, more regional, and more focused on real-world consumer technology rather than speculative prototypes like flying cars and other unrealistic concepts. On the contrary, IFA showcases products that are in the prototype stage, and in many cases, can be bought soon.
“IFA is the epicentre of tomorrow’s smart living,” Dirk Koslowski, Executive Director of IFA, tells me, “It is here, where transparent OLED displays merged with cognitive robots, AI becomes intuitive in the kitchen, and sustainable rooftiles promise energy independence.” Pointing at a series of ground-breaking launches that took place at the show, “From design to intelligence, the future debuts here,” he strongly asserts. Dirk’s words seem to make more sense when we look at the highlights from the show.
Bigger Screens, Sharper Rivals: TCL vs. Hisense Heats Up
Among the biggest draws of IFA 2025 were the new TV technology announcements, and it’s clear that the rivalry between TCL and Hisense has reached a new level, not just in screen size but in picture quality. TCL stunned attendees with its first consumer-ready implementation of Dolby Vision 2. A step forward in dynamic HDR performance that adapts on a frame-by-frame basis with significantly better brightness control and color depth.
Not to be outdone, Hisense fired back with its new proprietary HDR format, alongside the inclusion of Dolby Vision 2. Hisense’s ULED X series also turned heads with its advanced local dimming zones and peak brightness levels that rival OLED displays. This rivalry is more than marketing bravado. It represents a shift in innovation power. While traditional heavyweights like LG and Samsung continue to lead in OLED and MicroLED, TCL and Hisense are making premium visual tech more accessible and are increasingly shaping the future of mid-range and high-end TVs.
The Rise of the Smarter Home: Lawn Mowers, Vacuums, and More
While TVs grabbed headlines, the real quiet revolution at IFA was happening in the smart home space, particularly in automation for mundane tasks. This year, robotic lawn mowers and vacuum cleaners took centre stage. Dreame and Eufy presented models that could literally climb stairs, a long-awaited breakthrough in home automation. While brands like Roborock and Mammotion used AI navigation, LiDAR, and even object recognition to clean and cut grass with precision.
Another big surprise was a robotic lawn mower by NexLawn, which comes equipped with a robotic arm, a feature previously seen in a Roborock vacuum cleaner. While many media outlets claim it to be a mere prototype, my sources within the company inform me that the model is in production and slated for a Kickstarter run soon. Overall, these models provided a glimpse into where robotics is heading to simplify our lifestyle.
Projectors Make a Comeback In Style
In an article I wrote about the XGIMI projector, I highlighted that “IFA 2025 is less vibrant for projectors compared to the previous year,” and it seems the statement didn’t go well within the PR circuit. A few brand representatives reached out to me, stating that contrary to my remarks, “This year’s IFA highlights a genuine revival of the video projection sector, with emerging players challenging and in some cases overtaking established leaders who had long relied on past achievements.”
“Significant new products and innovations have been unveiled by Dangbei, Hisense, and Valérion, another PR rep messaged me.” Well, I stand corrected. Brands like Dangbei, Hisense, XGIMI, and Valérion are indeed giving a run for their money to corporations like Samsung and Epson, igniting the battle for smart home projectors. Their projects have come out of Kickstarter campaigns and have now been officially released in Berlin, making projectors the unexpected stars at IFA 2025.
Overall, IFA 2025 has proven that it’s not just a European CES, it’s a vital, increasingly global platform that reflects the shifting landscape of tech. With TCL and Hisense battling over HDR dominance, robots cleaning and mowing our homes, and projectors making stylish comebacks, IFA isn’t just catching up. It’s pushing forward, and making a strong case that the future of tech may be dreamed in Vegas, but it’s built in Berlin.
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