Samsung Unveils 2026 The Frame and Frame Pro 4K TVs: New Sizes, Art Mode Upgrades, and Design Focus

Samsung isn’t reinventing the art TV in 2026, it’s refining a concept that has clearly resonated with customers. The latest The Frame and The Frame Pro TVs continue to blur the line between display and décor, offering 4K UHD performance when powered on and a far more convincing art presentation when powered off. Available in 55, 65, 75, 85 and (soon) 98-inch screen sizes, the lineup builds on a design-first philosophy that has quietly turned The Frame into one of Samsung’s most successful lifestyle products since its 2017 debut.

With competitors like Hisense, TCL, and Skyworth now chasing the same “Art TV” idea, it’s clear Samsung didn’t just create a niche—it created a category.

Samsung Art Mode and Art Store: Still the Whole Point, Just Smarter

When you turn off a Samsung Frame TV, it doesn’t go dark, it shifts into Art Mode, automatically waking when you pass by thanks to its built-in motion sensor. The Samsung Art Store gives you access to a deep catalog of curated artwork, with more than 5,000 pieces from over 800 artists spanning multiple styles, eras, and regions. Subscribers also get exclusive collections from partners like Art Basel, MoMA, the Art Institute of Chicago, and Keith Haring, among others. It’s not just window dressing either, those subscriptions help support the galleries, museums, and independent artists behind the work, which makes this feel a little less like a screensaver and a little more like an actual ecosystem.

While access to the Art Store is technically free (for up to 30 pieces per month), the whole catalog and certain features are only unlocked with a subscription (currently $5/month or $50/year).

Pantone and Anti-Reflection Matte Display

The Frame adds Pantone ArtfulColor Validation, which is Samsung’s way of saying the colors you’re seeing are actually accurate, not just showroom flashy. It’s also UL-certified for its anti-reflection, glare-free matte display, which does a solid job of cutting down ambient light so the artwork looks less like a TV pretending to be art and more like something you’d actually hang on your wall.

The Frame Pro leans harder into that lifestyle pitch. It’s built to anchor a room visually while doubling as your main display for movies, TV, and gaming. Samsung is positioning it as a do-it-all centerpiece—a customizable TV that can pass as a personal gallery when idle and a full-on entertainment hub when it’s not.

Bezel Options

The Frame Pro and Frame provide owners with a broad array of custom Bezel options, such as Modern Brown, Modern Teak, Modern White, and Sand Gold
Metal. Additional authorized Bezel options are available from Deco TV Frames. And adventurous customers can find unauthorized (but compatible) options on sites like ETSY.

Display Technology: Matte Panels, Real Color Accuracy, and Less Glare

The Frame Pro LS03HW series (“The Frame Pro”) incorporates a Neo QLED display, with boosted brightness and enhanced contrast, ensuring your favorite art and favorite shows always look their best – even in bright environments.

Neo QLED displays are LCD-based, which combine Mini LED backlighting with local dimming and Quantum Dot technology. Quantum Dots enhance color range and accuracy, while Mini LED backlighting with local dimming enables more precise light control, especially when rendering bright objects against dark backgrounds. When paired with HDR formats like Samsung’s HDR10+, this combination improves both color volume and overall dynamic range.

We should note, however, that unlike Samsung’s traditional Mini LED TV lineup, the Frame Pro does not use a full array LED backlighting system but uses MiniLED edge-lighting instead, which does decrease the precision of the backlight. The Frame Pro has a single row of high-density Mini LEDs along the bottom edge. A light diffuser layer is used to provide a relatively uniform backlight across the entire screen surface. According to Samsung, dimming functions are accomplished via their Supreme Mini LED Dimming Software.

The Step-down Frame LS03HE Series (“The Frame”) incorporates a QLED display with Samsung Dual LED backlighting instead of Mini LED backlighting. Dual LED is a variation of LED edge lighting consisting of two LED strips, one that emits warm light (yellow) and another that emits cool light (blue). The two strips alternate light output to support a slight improvement in color in combination with the Quantum Dot layer. Unlike The Frame Pro, The Frame does not use local dimming. 

For viewers, Dual LED supports a slight improvement in color balance at the sacrifice of deeper blacks and whiter whites. Although not as precise as a Neo QLED Display, the LS503HE Series still offers acceptable levels of brightness, color accuracy, and HDR support for most room setups. 

Additional Features

Wireless One Connect Box (The Frame Pro Only): Samsung is finally addressing one of the biggest aesthetic compromises with wall-mounted TVs—cables. The Frame Pro’s Wireless One Connect Box means the display itself only needs a power cord, while everything else stays tucked away in a separate box. It wirelessly transmits up to 4K at 144Hz from as far as 10 meters (30 feet), which should be enough for most living rooms unless you’re trying to hide it in another zip code. The result is a much cleaner installation that actually delivers on the whole “it looks like art” promise.

Display Versatility: The Frame lineup isn’t just about pretending to be a painting. When it’s time to actually watch something, you’re getting a full 4K UHD TV with AI upscaling that works scene by scene to clean up lower-resolution content. The Frame Pro steps things up with Samsung’s NQ4 AI Gen3 Processor, focusing on better detail retrieval, contrast control, and overall image stability.

Real Depth Enhancer and AI Customization: Samsung’s Real Depth Enhancer adds a bit of perceived dimensionality by separating foreground elements, which can help draw your eye to the subject without overcooking the image. AI Customization Mode goes a step further by letting you pick your preferred picture style during setup, then automatically adjusting settings in real time based on what you’re watching. It’s part convenience, part control—less menu diving, more actual viewing.

Audio Support: For speech clarity, the Frame TVs incorporate the Active Voice Amplifier. This boosts dialogue or key sound effects. Also, the FrameTV incorporates Dolby Atmos, which provides more sound immersion. Also, with Q Symphony, the Frame TV can be combined with compatible Samsung soundbars and Wi-Fi speakers to operate as a single, coordinated sound system rather than isolated components.

Gaming: Gaming support includes Samsung’s Gaming Hub, AI Auto Game Mode, Cloud Gaming, and Motion Xceleration on both series. The Frame Pro supports a 144Hz refresh rate.

AI: The Frame TVs also incorporate Samsung’s Vision AI experience, anchored by the Perplexity TV App. The takes AI on TVs beyond simple voice commands or video enhancements by combining AI audio/video processing, Bixby voice control, Tizen Smart TV integration, and Knox Security into a single, seamless ecosystem.

Slim Fit Wall Mount: Samsung includes its Slim Fit Wall Mount with The Frame, allowing the TV to sit nearly flush against the wall like an actual picture frame. No awkward gap, no obvious hardware, just a cleaner install that makes the whole art illusion a lot more convincing.

Comparison

The Bottom Line 

Samsung didn’t just stumble into a gimmick with The Frame; it built a category and then spent nearly a decade refining it while everyone else played – and is still playing – catch-up. What still works is obvious: the design remains unmatched, Art Mode is actually useful (not a throwaway feature), and the matte display with reduced glare does more to sell the illusion than any marketing language ever could. The addition of the Wireless One Connect Box on the Frame Pro finally cleans up installation in a way that aligns with the whole “this is art, not a TV” pitch.

What makes it unique hasn’t really changed, but that’s the point. No one else has matched Samsung’s ecosystem: the depth of the Art Store, the partnerships, the motion sensor integration, and the overall polish. Others are making “Art TVs,” but most still feel like TVs wearing a costume. Samsung’s feels intentional.

What’s missing? For all the AI talk, there’s still a lack of clarity around how much real picture quality you’re getting versus Samsung’s more performance-focused QLED, OLED and Micro RGB models. There’s also the ongoing question of value, especially when you factor in Art Store subscriptions and whether buyers are paying more for design than outright performance.

Who is this for? Not the spec chaser. Not the home theater purist in pursuit of perfect blacks in a dark room. This is for someone who wants a TV that doesn’t dominate the room when it’s off, but still delivers a very competent 4K experience when it’s on. If your living space matters as much as your watchlist, The Frame still makes a compelling argument.

For customers who like the idea of an “Art TV” but do want top-notch picture performance, Samsung also now offers the S95H OLED TV. It comes with an integrated picture-frame style bezel, flush wall mounting, Glare Free screen and wireless OneConnect option like The Frame Pro, but with picture performance that rivals the top TVs of 2026.

The real question for 2026 isn’t whether Samsung improved The Frame—they did. It’s whether the growing crowd of competitors has figured out how to do it better, or just cheaper. So far, Samsung still looks like the one everyone else is trying to catch.

Pricing & Availability

Samsung’s 2026 4K Frame TVs carry the following prices:

The Frame Pro (LS03HW)

• 85-inch Class: $3,999.99 at Amazon | Samsung
• 75-inch Class: $2,799.99 at Amazon | Samsung
• 65-inch Class: $1,999.99 at Amazon | Samsung
• 55-inch Class: Coming soon

The Frame (LS03HE)

• 98-inch Class: Coming Later This Year
• 85-inch Class: Coming Soon
• 75-inch Class: Coming Soon
• 65-inch Class: Coming Soon
• 55-inch Class: Coming soon

Bonus Offers

Samsung is adding some incentive to soften the blow. Order a 2026 The Frame Pro directly from Samsung.com and you can bundle in the “Picture Perfect” package, which knocks $800 off a setup that includes a white bezel, ultra slim soundbar, professional installation, a one year Art Store subscription, and two years of Samsung Care+. In other words, they are not just selling you a TV. They are trying to finish the room for you.

At retail, the pitch is simpler. Buy either the 2026 The Frame or The Frame Pro and you can take 50% off one of Samsung’s customizable bezel options, which is arguably one of the more important add ons if you actually care about the whole “it looks like art” idea.

As for availability, The Frame Pro is shipping now through Samsung and major retailers, while the standard The Frame is expected to follow later this spring. The official press release did not list the 98-inch screen size announced at CES and confirmed to eCoustics staff in March at an on-site workshop. We’ll update this article if/when we learn more about the 98-inch version.

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