By 2007, Sony was looking for a way to reestablish its role as a technology leader. It had lost badly to Apple in personal music devices and the new PlayStation was getting hammered by Nintendo. Its short-lived answer: a limited run of the world's first organic light-emitting diode (OLED) television. Ryoji Chubachi, president of Sony, told the New York Times, "I want this world's first OLED TV to be the symbol of the revival of Sony's technological prowess." Sony later discontinued the OLED TV and today, does not have one on the market. The company announced it would revamp its TV unit in early November.