Samsung’s new Frame Pro upgrades the screen and jacks up the price

Samsung has unveiled its raft of new TVs for 2025. Among these is an upgrade on one of its oddest displays. The Frame Pro is a reworking of the Frame, a disguised TV that spends its off-time impersonating famous artwork (as long as you’re willing to pay a fee). Otherwise, it’ll display lesser-known works with equal élan.

The Frame Pro also introduces a pricing structure in keeping with an expensive bit of wall-mounted art. This is partly because of the panel upgrade and partly because it only arrives in larger sizes. The 65in version starts at $2,100 (R40,800 — expect it to be costlier when and if it launches here), and the 85in model costs $4,300 (R83,500). There’s a 75in model in between those and Samsung also plans an 83in model.

I’m a Frame Pro

Why you’d drop more than forty grand for a TV in disguise is fairly easy to spot. Samsung is packing its new display with a 4K Neo QLED display with the same matte surfacing you’ll see in the (far more affordable) older Frame. These panels use MiniLED tech, which generally categorises Samsung’s most expensive TVs.

Also coming is a flagship TV feature — the Wireless One Connect Box. It’s a sensible addition to a TV that’s supposed to be unobtrusive until the rugby’s on. The box offers wireless transmission of your inputs to the screen without having to figure out what to do with all that cabling. A print of the Mona Lisa isn’t going to have a bunch of wires leading into it unless your electritian is somewhat eccentric, after all.

Samsung’s also sticking its new NQ4 AI Gen3 processor behind the Frame Pro’s exquisite low-reflection panel, serving up more power than is possible for the current version. A motion sensor setup lets the set conserve power based on lighting conditions and, you know, whether anyone can see the thing.

Framed

In the event you don’t have silly money on hand, Samsung also announced the new generation of the standard Frame. It gets the Frame Pro’s 144Hz refresh rate, the One Connect Box (no ‘wireless’ here, sorry), and that upgraded processor.

43in, 50in, 55in, and 65in models will be available, starting at $900 (R17,550). That’s a fair bit closer to the current Frame’s pricing structure here in South Africa.