Samsung is giving its design-first TV lineup a serious glow-up for 2026, announcing a refreshed The Frame Pro and The Frame that lean harder than ever into the idea of a television that doubles as wall art, smart display, and gaming screen all at once.

At the top of the lineup sits The Frame Pro, still positioned as Samsung’s most advanced Art TV, now built around a Neo QLED 4K panel for brighter highlights, deeper blacks, and generally punchier contrast than the standard model. The Pro model also keeps one of the most living-room–friendly tricks from last year: the Wireless One Connect Box, which can sit up to 30 feet away and handle all your HDMI and power clutter somewhere other than behind the TV itself. For 2026, Samsung is adding a Micro HDMI port with eARC support to improve audio quality and make soundbar pairing more straightforward for people who care as much about Dolby Atmos as they do about brush strokes.

The regular 2026 The Frame is still the more mainstream version, and Samsung’s clearly focused on making it easier to live with day to day. Instead of relying on a separate box, its connections are now built directly into the TV chassis, but it still maintains that slim, picture-frame profile and ships with a Slim Fit Wall Mount in the box so it can sit almost flush against the wall. New “back stoppers” on the rear make it easier to plug and unplug cables without having to unmount the TV, which is the kind of tiny quality-of-life tweak that matters when you’re juggling game consoles, streaming boxes, and maybe a media PC.

Both The Frame Pro and The Frame pick up an upgraded version of Samsung’s Glare Free technology, which has quietly become one of the killer features for anyone treating this TV as digital art. The anti-reflective finish and panel tuning are designed to tame reflections from windows and ceiling lights, so artworks look more like matte prints and less like a glossy monitor with your living room reflected in it. That same tech should help movie nights too, especially in bright rooms where traditional glossy TV panels tend to wash out.

Under the hood, Samsung is putting more of its TV bets on AI this year. The Frame Pro uses the NQ4 AI Gen3 Processor, which applies real-time upscaling and scene optimization to both art and video, aiming to sharpen lower-resolution content and boost perceived picture quality without the user needing to dive into settings menus. That same processing backbone also works alongside new AI-centric software features like AI Sound Controller Pro, which lets you independently dial voices, music, and background effects up or down so you can, for example, hear dialogue more clearly without blowing up the soundtrack.

Gamers are getting more consideration this cycle, which is notable for a TV that is often marketed first as a design object. The 2026 The Frame Pro and The Frame support Motion Xcelerator 144Hz for ultra-smooth motion with compatible gaming PCs, and can even hit a DLG 240Hz mode with supported hardware, albeit at a reduced resolution. For people who want one screen to handle everything from gallery-worthy art to high-frame-rate shooters, those specs push The Frame lineup closer to what you’d expect from Samsung’s more traditional gaming-focused TVs.

On the software side, Samsung is leaning into its “TV as smart companion” story with what it calls Samsung Vision AI Companion, tightly integrated with Bixby and One UI Tizen OS. You can ask the TV questions in natural language and get contextual answers, and Samsung is also baking in separate apps for Microsoft Copilot and Perplexity, so you can pick the AI assistant you’re most comfortable with. The updated 2026 Tizen interface is designed to streamline access to apps and services, and Samsung is promising up to seven years of OS updates to keep the experience from feeling dated halfway through the TV’s life.

Content-wise, The Frame remains all about the Samsung Art Store, which has quietly grown into a sizeable subscription service of its own. Samsung says subscribers now get access to more than 5,000 works from over 800 artists, including exclusive collections from Art Basel, MoMA, the Art Institute of Chicago, Keith Haring’s estate, and others. If you don’t want to commit to a full subscription, an Art Store Streams feature surfaces 30 curated pieces each month for free, giving you over 350 artworks per year to cycle through as your ambient backdrop. Pantone Validated ArtfulColor certification is meant to reassure design-conscious buyers that colors, especially skin tones and subtle hues in paintings, are being reproduced accurately rather than oversaturated.

Physical customization is still a big part of The Frame’s appeal, and Samsung is expanding that story with more bezel choices. You’ll continue to see the familiar Modern Brown, Teak, White, and a Sand Gold Metal option from Samsung itself, along with more ornate frames from partners like Deco TV Frames made specifically for The Frame Pro and The Frame. The idea is simple: the TV should blend in as a framed piece of art when it’s off, rather than a black rectangle on the wall, and between sizes and bezels, Samsung is pitching this range as the most customizable Art TV you can buy.

Audio hasn’t been ignored either. The 2026 lineup pairs neatly with Samsung’s Q-Series soundbars and a new Music Studio speaker range, which is pitched as the audio equivalent of The Frame: gear that looks like decor but behaves like serious hardware. With enhanced Q-Symphony, you can connect up to five Samsung audio devices and have them play in sync with your TV, which should help fill larger living spaces with more even sound while keeping the aesthetic coordinated.

Samsung is also layering in some sports-friendly smarts in a bid to capture the soccer crowd. AI Soccer Mode analyzes matches in real time to tune picture and sound specifically for live games, emphasizing vivid pitch greens, smooth motion, and more convincing stadium ambience. Paired with the higher refresh rates and better audio control, the idea is that a big match should feel closer to being in the stands rather than watching a flat broadcast.

As you’d expect from Samsung, its own services are deeply integrated. Samsung TV Plus is built in, offering a free, ad-supported mix of over 2,700 streaming options and more than 750 channels, so you can get a lot of background TV without signing up for yet another subscription. Samsung Gaming Hub is also on board, which means you can tap into cloud-gaming services over the internet and use The Frame as a console-free gaming display, as long as you’ve got a solid broadband connection and a compatible controller.

On pricing and availability, The Frame Pro is rolling out first, with an 85-inch model at $3,999.99, a 75-inch at $2,799.99, and a 65-inch at $1,999.99, with a 55-inch size coming later. The standard 2026 The Frame will also be available in 85-, 75-, 65-, and 55-inch sizes, but Samsung is holding back specific launch timing and pricing details for a bit. To tempt early buyers, Samsung is bundling a “Picture Perfect Bundle” with purchases of the 2026 The Frame Pro on Samsung.com that includes a white bezel, ultra-slim soundbar, pro installation, a one-year Art Store subscription, and two years of Samsung Care+, which the company pegs at over $800 in combined savings. There’s also a 50 percent discount on customizable bezels across national retailers with the purchase of the new The Frame Pro or The Frame, letting you mix and match the frame to your decor without paying full accessory prices.

Taken together, the 2026 The Frame Pro and The Frame feel less like a spec bump and more like Samsung doubling down on a particular vision of what a TV should be in a curated home. Between the anti-glare panel, beefed-up AI features, expanding art ecosystem, and more serious gaming and audio credentials, Samsung is clearly betting that plenty of buyers want a screen that can disappear into the room when it’s not in use—without asking them to compromise when it’s time to watch, play, or ask an AI assistant a random question from the couch.