Nearly 10 years after the first iteration of Samsung’s The Frame big-screen TV hit the market, the truly big sale prices have finally caught up to it. The 2025 model of this innovative and elegant set is at an all-time low price at Amazon, with a fat $400-off discount bringing it down to jut $698. That’s a major breakthrough for a TV that has never really competed on price: The Frame sells on the strength of a specific design premise, and until recently, it asked you to pay a premium for that premise regardless of how the rest of the TV market was moving.
The Frame is engineered to disappear when you are not watching it. The cabinet is roughly the depth of a picture frame, the Slim Fit wall mount holds it flush to the wall surface, and a single external One Connect box handles all the cabling so there is no wire cluster visible from the front. The matte anti-glare display surface is textured to suggest canvas rather than glass, which is the detail that makes the whole concept work: A conventional glossy panel reflects the room around it and reads as a screen even when it is off.
Museum-Quality Artwork
Art Mode fills that space when you are not watching TV. The TV ships with a small selection of curated artwork and can display your own photos. The larger Art Store catalog operates on a separate subscription that Samsung charges independently of the hardware purchase. A motion sensor detects when no one is in the room and shuts the display off, which prolongs the screen’s lifespan.
On the performance side, the LS03F runs Samsung’s NQ4 AI Gen2 processor, which handles upscaling, motion processing, and AI-driven scene optimization. QLED quantum dot technology delivers wide color volume and solid peak brightness, meaningful for HDR content in a normally lit room. The panel supports 4K at 144Hz with variable refresh rate for gaming, which puts it in reasonable shape for a living room setup that doubles as a console display, even if dedicated gaming monitors offer more flexibility at this price.
Now With AI
Samsung Vision AI covers the suite of software features: real-time scene detection, automatic picture mode adjustments, and the usual smart TV platform integrations. Alexa is built in. The external One Connect box means upgrading components is easier than on a conventional TV where everything is embedded in the panel itself, and the customizable bezels (sold separately) let you match the frame color to the room.
The Frame has long been a luxury purchase justified primarily by the groundbreaking aesthetics. Now that it’s at an all-time-low price of $698 at Amazon, the target audience shifts. A 55-inch QLED with 4K, 144Hz, and a genuinely well-executed design concept for under $700 is harder to argue against, particularly if the room it is going into is one where a black rectangle on the wall bothers you as much as the picture quality pleases you.