You’ve seen the photos. A perfectly styled living room with a mid-century modern credenza, a few ceramic vases, and a stunning piece of digital art hanging above the mantle. It looks like a museum. Then, someone hits a button on a slim white remote, and suddenly Monet’s water lilies vanish, replaced by a Netflix home screen. That is the magic trick of the Samsung Frame TV. It’s the only piece of tech that exists specifically to stop looking like tech the moment you’re done with it.
But here is the thing.
People either absolutely adore this TV or they think it’s a massive waste of money. There isn't much middle ground. If you’re a hardcore cinephile who spends their weekends calibrating black levels and obsessing over local dimming zones, you’re probably going to hate it. Honestly, you might. On the flip side, if you’ve ever looked at the giant "black hole" of a 65-inch screen dominating your beautiful decor and felt a twinge of design-regret, this TV was built for your soul.
The Matte Finish is the Secret Sauce
When Samsung released the 2022 and 2024 updates, they did something simple but kind of revolutionary. They added a seriously aggressive matte finish.
Most TVs are basically mirrors. You turn them off, and you see the reflection of your kitchen lights, your dog, and yourself eating chips on the sofa. The Samsung Frame TV treats light differently. It diffuses it. This is why the Art Mode actually works. When the TV is in Art Mode, the screen doesn't glow with that blue-ish digital hum we're used to. It looks flat. It looks like paper or canvas.
I’ve seen people walk right up to it and try to touch the "texture" of a painting, only to realize their finger is hitting a liquid crystal display. It's convincing. But that matte coating comes with a trade-off. Because it’s designed to scatter light to prevent reflections, it also slightly softens the image when you're actually watching a movie. It’s not "blurry," not at all. But it lacks that biting, glass-like punch you get from a Samsung S95D or an LG G4 OLED.
Why it Isn't Just "A Regular TV with a Frame"
I get this question a lot: "Can't I just buy a cheaper TV and put a frame on it?"
Sure. You can. But it’ll look like a TV with a frame on it.
The Samsung Frame TV is an entire ecosystem designed for a specific aesthetic. First off, it’s thin. Like, really thin. It sits completely flush against the wall because of a specialized recessed mount that comes in the box. If you use a standard VESA mount on a standard TV, you'll have a two-inch gap. The Frame has zero gap.
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Then there’s the One Connect Box. This is the part that people forget until they’re actually installing it. Instead of plugging five HDMI cables into the back of the screen, there is only one tiny, translucent wire—the "One Invisible Connection"—running from the TV to a separate box. You hide that box in a cabinet. All your Apple TVs, PlayStations, and cable boxes plug into that. If you want that "art" look, you can't have cables dangling down the wall. It ruins the illusion immediately.
The Cost of the Art Store
Samsung knows they have a captive audience here. While the TV comes with some free art pieces, the good stuff—the Van Goghs, the stuff from the Louvre or the Met—requires a subscription. It’s about $5 a month.
Is it annoying to pay a subscription for your TV to look pretty? Yeah, kinda.
You can upload your own photos via the SmartThings app, which is a great workaround. Just make sure you're using high-resolution files. If you upload a grainy photo of your vacation from 2014, it’s going to look like a grainy photo from 2014, just much larger. Pro tip: if you’re uploading your own art, use a 16:9 aspect ratio and 3840 x 2160 resolution for the best results.
Let’s Talk About the "QLED" Controversy
Technically, the Samsung Frame TV is a QLED. Specifically, it’s an edge-lit QLED.
In the world of high-end displays, "edge-lit" is often treated like a dirty word. Most flagship TVs use "Full Array Local Dimming" (FALD) or OLED pixels that turn off individually. Because the Frame is so thin, it doesn't have room for a massive backlight system. It lights the screen from the sides.
This means that in a pitch-black room, watching a movie with dark scenes (think The Batman or Dune), the blacks aren't going to be "inky." They’ll be a very dark grey. You might see a little bit of light bleeding from the corners.
Does this matter?
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If you’re watching the Super Bowl or The Great British Bake Off in a bright living room, no. Not even a little bit. It looks fantastic. But if you’re building a dedicated home theater, the Frame is the wrong choice. You’re paying a "style tax." You are intentionally choosing aesthetic over raw technical performance.
The Hardware Evolution
Samsung has been tweaking this thing for years. The 2024 models introduced "Art Mode Highlights," which basically uses an algorithm to show you art based on your tastes. They also improved the energy efficiency.
One of the coolest features is the motion sensor. You don't want a 65-inch screen burning electricity all night when no one is in the room. You can set the TV to turn off Art Mode when the room is empty for a certain amount of time. When you walk back in, it senses your movement and "wakes up" the painting. It’s a small detail, but it’s what makes it feel like a smart home device rather than just a television.
Customization Options
The TV comes with a black bezel. It’s fine, but it’s plastic. To really make it work, you have to buy the magnetic bezel overlays. They snap on in about 30 seconds.
- Teak and White: Great for coastal or modern Scandi vibes.
- Beveled Metal: For a more traditional, "heavy" art look.
- Third-Party Frames: Companies like Deco TV Frames make massive, ornate gold frames that make the TV look like it belongs in an 18th-century manor. These are expensive, sometimes costing half as much as the TV itself, but they completely transform the room.
Gaming on a Painting
Surprisingly, the Samsung Frame TV isn't a slouch when it comes to gaming. It supports 4K at 120Hz on the 55-inch models and larger. It has VRR (Variable Refresh Rate) and ALLM (Auto Low Latency Mode).
I’ve played Elden Ring on a 65-inch Frame, and it’s a great experience. That matte screen I mentioned earlier? It’s actually a huge advantage for gaming if you have a window behind you. No glare on the screen means you can actually see what’s happening in dark dungeons during the day. Just keep in mind that only one of the HDMI ports on the One Connect Box is usually HDMI 2.1. If you have both a PS5 and an Xbox Series X, you’ll be swapping cables or buying a switcher.
Real-World Limitations and Installation Hassles
Let’s get real for a second. Installing this thing is a pain if you aren't handy.
The "One Invisible Connection" cable is thin, but it’s not in-wall rated in most jurisdictions unless you buy the specific (and expensive) fire-rated version. If you want that ultra-clean look where no wires are visible, you’re likely going to need to cut into your drywall to install a recessed media box (like a Legrand or Sanus box) behind the TV to house the One Connect Box, or at least run the wire through a conduit.
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Also, the remote is solar-powered. It’s cool and eco-friendly, but if you keep it in a dark drawer, it will die. Just leave it on your coffee table facing up, and it’ll be fine.
Is it Worth the Premium?
You can get a Samsung Q70C or a Sony X80K for significantly less money. Those TVs will have similar, or even slightly better, picture quality.
But they won't have the matte screen. They won't have the No-Gap Wall Mount. They won't have the One Connect Box.
The Samsung Frame TV is a lifestyle product. It’s for the person who hates the way technology clutters their home. It’s for the person who wants their living room to feel like a place for conversation, not just a place to stare at a screen.
How to Get the Best Deal
- Wait for the Holidays: Samsung is notorious for aggressive sales during Black Friday and Labor Day. You can often find the Frame for $500 to $800 off MSRP.
- Check for Bundles: Often, retailers like Best Buy or Amazon will throw in a free bezel ($150 value) with the purchase of the TV.
- Last Year's Model: Because the changes between years are usually incremental (like a slightly better matte coating or a faster processor), buying a 2023 model in 2024 is a very smart move. You get 90% of the features for 60% of the price.
Actionable Next Steps for Buyers
If you’re ready to pull the trigger, don’t just buy the TV and wing the installation.
First, measure your wall and check for studs. The No-Gap mount requires precise leveling; if you’re off by even a quarter-inch, the "art" illusion is shattered because the painting will look crooked.
Second, decide where the One Connect Box is going to live. It needs ventilation. Don't shove it into a tiny unventilated hole in the wall, or it will overheat and your TV will start rebooting randomly.
Third, download the SmartThings app before the TV arrives. Browse some high-res art sites like Unsplash or Etsy (search for "Samsung Frame Art") to find unique pieces that aren't in the standard Samsung library. This makes your setup feel personal and less like a showroom floor.
Ultimately, the Frame isn't trying to be the best TV in the world. It’s trying to be the best piece of furniture you’ve ever owned that also happens to play 4K movies. If you approach it with that mindset, you won't be disappointed.
Summary of Key Considerations:
- Brightness: Excellent for well-lit rooms.
- Black Levels: Average; not for dark-room cinema purists.
- Finish: Matte, anti-reflective coating is industry-leading.
- Installation: Requires planning for the One Connect Box and cable management.
- Art: Best experienced with a subscription or high-res custom uploads.