There’s a quiet magic in a television that doesn’t look like a television. Samsung’s The Frame has become the poster child for this idea, and right now it’s more accessible than ever. For a limited time, the 2025 65-inch model is selling for $898, which works out to roughly 40 percent off its usual price. That’s the lowest price we’ve seen for this version of The Frame, and it’s the kind of deal that makes you stop scrolling. The Frame isn’t just another 4K TV; it’s an art TV, a category that Samsung essentially created and still dominates. When it’s turned on, it does everything you’d expect from a modern television: streaming, gaming, sports, movies, all in solid, bright picture quality. But when it’s turned off—or more accurately, when it’s in Art Mode—it transforms into something much more interesting. Instead of a dead black screen, it displays paintings, photographs, or personal images with a soft, matte finish that mimics the look of real canvas and paper. That difference might sound subtle, but it’s actually a game changer. A regular glossy display reflects light, catches glare, and screams “electronics.” The Frame’s matte antireflective layer softens those reflections and makes the screen look like a framed print hanging on your wall. It’s a clever trick, and one that has convinced countless people to pay a premium for a television that doubles as decor. That’s why this discount matters. It lowers the barrier to entry for a product that usually feels like a splurge. If you’ve been curious about the art TV trend but waiting for the right moment, this is arguably that moment. The price drop brings the 65-inch size down to a level that competes with many mainstream TVs, while adding the aesthetic appeal that ordinary displays simply can’t match. It’s an invitation to rethink what a television can be, and for now, that invitation costs less than it ever has.
To understand why The Frame is so popular, you have to see it in person. The screen’s matte, antireflective coating is unlike the glassy surface of most televisions. Instead of bouncing bright light back at you, it diffuses it, so the display retains an even, almost paper-like quality. When you load a painting—say, a Van Gogh or a Monet—the colors soften and the brushstrokes appear to have texture, as if the image were printed on canvas rather than illuminated by pixels. This illusion is what separates The Frame from every ordinary TV and even from earlier attempts at art mode. It’s not just a screensaver; it’s a deliberate design choice. The TV is meant to hang as flush to the wall as possible, looking like a piece of art rather than a bulky entertainment device. The 2025 model also gets plenty bright, which is crucial if you plan to hang it in a sun-drenched living room or above a fireplace where windows are nearby. Many TVs struggle in bright environments, washing out colors and making images look hazy. The Frame’s high brightness, combined with its antireflective screen, means it can hold its own in spaces where a standard TV would turn into a mirror. That makes it a particularly attractive option for open-plan homes, apartments with big windows, or anyone who hates closing curtains every time they want to watch something. Of course, it’s still a television underneath, and it delivers a satisfying viewing experience for everyday content. You’re not getting the absolute bleeding edge of OLED black levels or cinematic contrast, but for most people—especially those who prioritize aesthetics—the trade-off is easy to accept. The Frame is designed to be lived with, not just watched, and that philosophy is evident in every aspect of its design. It fades into the background when you’re not using it, then comes alive with vivid, bright images when you are. It’s a balance that few other TVs achieve, and it’s why The Frame is so often recommended to design-conscious buyers who refuse to let a big black rectangle dominate their living space.
Let’s address the elephant in the room: why is this TV on sale for such a steep discount? In a word, timing. The 2025 model is now the previous generation, and as is almost always the case in the television world, prices drop significantly once a newer version arrives. Samsung has already unveiled The Frame Pro for 2026, and while that model is also on sale, it doesn’t offer the same jaw-dropping value. This is a familiar pattern. A year or two after launch, a TV that once felt expensive suddenly becomes a bargain, not because it’s bad, but because the market has moved on. The 2025 Frame remains a very capable TV. It handles all your streaming apps, supports gaming features like HDMI 2.1 on some inputs, and offers a picture quality that’s more than sufficient for the vast majority of viewers. However, there are a few caveats worth knowing about. The Frame is not a home theater purist’s dream. It doesn’t have the deep, inky blacks or precise local dimming that you’d get from a high-end OLED or mini-LED TV. In a dark room, watching a movie with heavy shadows and dim lighting can look a little flat, with blacks appearing more like dark grays and subtle details getting lost in murk. This is the trade-off for the thinner profile and matte screen. If you watch movies primarily in a dim, home-theater-style setup, you might be better served by a different television. But if your living room is bright, if the TV is going to be a secondary source of entertainment, or if you simply spend more time looking at your walls than you do scrutinizing film grain, The Frame will more than hold its own. The discount makes those compromises easier to swallow, and it’s worth remembering that even with its flaws, The Frame is far from a weak performer. It’s a lifestyle product that happens to be a good TV, not the other way around.
Now, the part that surprises a lot of people: the art itself. When you buy The Frame, you get access to a rotating selection of around 30 free images. That’s enough to get a feel for the feature, but it’s a fairly small taste. To unlock the full potential of the Art Store, you’ll need to pay $5 a month for a subscription. That gives you access to more than 5,000 pieces of art, including works from prestigious institutions like the Metropolitan Museum of Art in New York and the Art Institute of Chicago. It’s a polished, curated collection that spans everything from classical paintings and modern abstract prints to photography and architectural drawings. For art lovers, this can be genuinely delightful; you can change your display to match your mood, the season, or the room’s color scheme. At $5 a month, it’s not a huge financial burden, but it is an ongoing cost that some buyers don’t anticipate. You can also use the TV to display your own photos, which is a great way to turn family memories into a rotating gallery. But if you want the full breadth of famous works, you’ll have to subscribe. It’s worth considering how you feel about paying a fee for something that’s essentially a glorified screensaver. Some people will be happy to pay it; others would rather set up a free collection of their own images and keep things simple. The good news is that the TV doesn’t force you into a subscription. You can enjoy it as a perfectly normal television and never touch the Art Store. But if the art mode is the reason you’re buying The Frame, factor that monthly cost into your decision. Over a few years, the subscription can add up to another significant chunk of change, which somewhat tempers the excitement of the initial discount. Still, there are no hidden requirements, and the choice is entirely yours. For many owners, the ability to have a virtually endless gallery of museum-quality art hanging on their wall is worth the price of a coffee every month.
If The Frame doesn’t speak to you, there are plenty of other directions you can go. The art TV category has exploded since Samsung introduced The Frame, and companies like Amazon, TCL, and Hisense now offer their own versions at various price points. Some of those models are more affordable, though they often lack the same level of polish, brightness, or art selection. If you’re shopping during Prime Day, you’ll also find deals on all kinds of conventional televisions, from budget 4K sets to high-end OLEDs, so it’s worth comparing before you commit. Samsung’s own newer model, The Frame Pro (2026), is also on sale, but it’s not nearly as attractive a price drop. The Pro does offer some worthwhile improvements, including an enhanced antireflective screen and an upgraded One Connect external box that houses all your inputs and keeps clutter away from the wall. But those upgrades come at a significant premium, and for most people, the 2025 model at $898 is the smarter buy. The One Connect box on the standard Frame is already a useful feature, letting you connect cables to a separate box that can be tucked away, so the TV itself sits nearly flush against the wall. That’s a big part of the aesthetic appeal. If you’re not concerned with getting the absolute latest version, or if you want a proven design at a fraction of the cost, the older model is the one to get. It’s also worth remembering that Prime Day deals go beyond just televisions. There are discounts on soundbars, streaming devices, mounts, and other accessories that can complete your setup. The sale coverage from outlets like WIRED is there to help you sort through the noise and find the best values, especially if you’re overwhelmed by the sheer number of options.
So, should you buy Samsung’s The Frame? The answer depends on who you are. If you’re a design-conscious person who wants a TV that doesn’t dominate the room, and if your space gets a lot of natural light, this is about as good as it gets. The 2025 65-inch model at $898 is a remarkable deal, delivering a premium art TV experience at a price that undercuts most of the competition. It’s not perfect; the dark-room movie performance is lacking, and the art subscription is a recurring expense that you’ll want to plan for. But for its intended purpose—being a stylish, versatile display that blends into daily life—The Frame excels. The discount makes it even more compelling. You’re getting a well-built, high-quality television that happens to look like a framed painting when you’re not watching it, and you’re getting it at what is currently the lowest price ever seen. That’s the kind of deal that doesn’t require you to be an early adopter; it just requires you to know what you’re looking for. And if it’s not for you, the current sales landscape is full of other good TVs, from budget-friendly panels to flagship models with stunning picture quality. The beauty of Prime Day is that there’s no universal best choice; there’s only the best choice for your living room, your budget, and your habits. So take a moment to think about how you actually watch TV, where you’d hang it, and whether you’d enjoy seeing a Monet above your couch every evening. If the answer is yes, this deal is hard to beat. It combines practicality, style, and value in a way that few electronics ever do. The Frame might not be the ultimate movie-watching machine, but as a piece of furniture that occasionally entertains you, it’s in a class of its own.
