The first Blu-ray player released by Samsung in 2006 cost $2000. Why was Samsung, the only producer of Blu-ray players at the time, able to set the price high? the economy was thriving and consumers could afford to spend $2000 the Blu-ray was in the beginning stages of the product life cycle there was a lot of competition within the industry and Samsung had to price the Blu-ray accordingly the economy was struggling and $2000 was a low price