Samsung is officially launching new versions of The Frame and The Frame Pro art tvs, adding an advanced The Frame Pro model with a higher-end display and better refresh rate than previous models.
The Korean consumer electronics manufacturer is essentially doubling down on what has largely been successful: its line of hugely popular The Frame art TVs that are among several TVs designed to look like framed pieces of art. The Frame has been well-liked by both integrators and interior designers for its ability to showcase artwork and blend into a home’s architecture, but the TV has lacked the advanced display technologies included in Samsung’s other higher-end TVs—until now.
Frame Pro Receives Upgraded Refresh Rate, Wireless Connectivity
The Frame Pro is essentially an advanced version of The Frame, upgraded with a Neo QLED 4K display that is included on some of the company’s most premium line of TVs like its recently announced 2025 lineup of QLED TVs.
The Frame Pro also comes with an upgraded refresh rate of up to 144Hz, up from the 2024 The Frame’s 120Hz refresh rate. Like previous versions, the TV’s refresh rate is reduced when in Art Mode to use less energy. The Frame Pro will also feature the company’s NQ4 AI Gen3 Processor, which Samsung says improves picture quality across artwork and content.
According to Samsung, The Frame Pro also features the company’s Wireless One Connect Box for wireless transmission of inputs to help keep cable management under control on a mounted TV. Samsung also claims that the Frame Pro and the new Frame are the only art TVs on the market to achieve ArtfulColor validation from Pantone.
Like previous versions of The Frame, The Frame Pro’s display features anti-reflection and a UL-certified matte display for minimized glare. Since the TV is designed to look like a framed painting at times, the product also comes with hardware for wall-mounting that Samsung claims makes it the slimmest art TV on the market.
The TV also features an integrated motion and brightness sensor that saves energy by turning the TV off when the room is empty or adjusting brightness and color temperature based on ambient lighting.
Also new with The Frame Pro are customizable bezels designed specifically for the new TV that allows customers to mix and match colors and finishes.
The Frame Pro will be offered in 65-, 75- and 85-inch sizes for $2,199, $3,199, and $4,299, respectively.
Base Frame Receives Refresh, Too
Alongside The Frame Pro, Samsung is also refreshing the standard The Frame model with some of the same features of its new higher-end model, such as a refresh rate up to 144Hz, the NQ4 AI Gen3 Processor, and the One Connect Box.
Other features it shares with The Frame Pro include the ArtfulColor validation from Pantone, an anti-reflective matte display, a slim-fit wall mount, dynamic refresh rate and the motion and brightness sensor.
The TV’s bezels can be swapped out with various colors and styles to match the home’s interior design, the company says.
Samsung’s 2025 The Frame lineup will be offered in sizes of 43-, 50-, 55-, and 65-inches for $899, $1,099, $1,299, and $1,799, respectively.
More Art TV Expansions, AI, Integrations
According to Samsung, its Art Store now features over 3,000 works from 1,000+ artists, including exclusive collections from MoMA, Art Basel, and The Met. New this spring are floral themes, countryside scenes, and a featured collection from artist Will Cotton.
Art Store Streams offers 30 rotating artworks monthly for free, with over 350 pieces available yearly. In 2025, the Art Store will expand to more TVs, including Neo QLED 8K/4K, QLED, and MICRO LED models.
Samsung’s 2025 lineup of The Frame and The Frame Pro TVs now includes Samsung Vision AI, delivering personalized picture, sound, and smart features. According to Samsung, new tools like Click to Search and Live Translate enhance how viewers interact with content, while Pet Care, Family Care, and Home Insights offer real-time alerts and smart home integration.
Gesture controls via Galaxy Watch, custom user profiles, and a refreshed One UI Tizen interface bring added convenience. Samsung is also rolling out up to seven years of OS upgrades for continued support.
Entertainment options expand with Stingray Karaoke (including a 6-month free trial on select models), Samsung TV Plus, and Samsung Gaming Hub. With support for over 340 SmartThings-compatible brands and Samsung Knox security, these TVs are designed to be the hub of a smart, connected, and secure home, the company says.
More Consumers Reportedly Shifting to The Frame as Primary TV
In a statement, Lydia Cho, head of product for home entertainment at Samsung, said the company pioneered the art TV category with The Frame. Now, the company wants to enhance the design-friendly display that many consumers use as their primary TV.
“Now, with a growing number of shoppers using The Frame as their primary TV, we’ve added The Frame Pro with a Neo QLED display and other incredible picture enhancements, to give you the full package – an artistic showstopper and a performance powerhouse – all in a sleek, elegant design that’s fully customizable with your style,” Cho said.
