Samsung’s 2025 TV lineup, unveiled at CES 2025, centers around an expansion of its matte, glare-free display technology and a suite of new AI-powered features. This strategic decision, to extend the anti-glare coating beyond last year’s S95D OLED to its flagship Mini LED models and the new S95F QD-OLED, is likely to generate mixed reactions. While the technology effectively minimizes reflections from various light sources, some argue that it compromises picture quality, particularly the deep blacks characteristic of OLED displays. This contention has fueled extensive discussions online, yet Samsung appears confident in its approach, offering consumers both glossy and matte options within its 2025 portfolio. The S95F QD-OLED also boasts a peak brightness of 4,000 nits and a 165Hz refresh rate, catering to the demands of PC gamers and high-dynamic-range content.
The expansion of the matte display to Mini LED models, including the top-tier 4K QN90F and both 8K models, marks a significant development. Samsung promotes these sets in impressively large sizes, with the QN90F reaching a maximum of 115 inches and the glossy QN80F capping at 100 inches. To maintain image clarity on these supersized screens, Samsung has incorporated a “Supersize Picture Enhancer” technology. Interestingly, Samsung maintains its stance on Dolby Vision, opting not to include the HDR format in any of its 2025 TVs. This decision seems rooted in a strategic philosophy rather than a technical limitation.
A cornerstone of Samsung’s 2025 TV strategy is “Vision AI,” a comprehensive branding encompassing a variety of AI-driven functionalities. Familiar features like AI Upscaling, Auto HDR Remastering, and Adaptive Sound Pro are joined by new additions like Click to Search and Samsung Food. Click to Search leverages AI to provide information about actors, locations, and even clothing within a scene, accessible via a dedicated AI button on the SolarCell remote. Samsung Food aims to identify food displayed on-screen and offer corresponding recipes, a feature whose practicality remains to be seen. A more evidently useful AI enhancement is Live Translate, capable of real-time closed caption translation in up to seven languages.
Beyond entertainment enhancements, Samsung is leveraging AI to bolster home security through its “Samsung AI Home Security” feature. This functionality uses connected cameras and the TV’s built-in microphone to monitor for unusual sounds and movements, potentially indicative of falls or break-ins. Alerts and notifications can be sent to the user’s phone or directly to the TV screen. This expansion of AI capabilities extends to Samsung’s voice assistant, Bixby, which has received updates to improve contextual understanding and handle multiple commands concurrently. Adding to the convenience factor is the ability to control Samsung TVs using a Galaxy Watch.
The introduction of The Frame Pro, a lifestyle TV designed to seamlessly blend into home décor, further diversifies Samsung’s 2025 offerings. This model continues Samsung’s focus on aesthetically pleasing televisions that double as art displays when not in use. Pricing and availability for the entire 2025 TV lineup will be revealed in the coming months, with shipping expected to commence in the spring. This rollout will allow consumers to experience first-hand the impact of Samsung’s doubled-down bet on matte displays and its broadened implementation of AI across its television platform.
The debate surrounding matte versus glossy displays is likely to continue as consumers weigh the benefits of reduced glare against potential perceived drawbacks in image quality. Samsung’s decision to extend this technology across a wider range of models indicates a confidence in consumer preference for glare-free viewing, even at the potential expense of some picture vibrancy. The success of this strategy will ultimately depend on market reception and whether the enhanced anti-glare coating truly satisfies the needs of a broad audience. The inclusion of AI-powered features, while potentially gimmicky in some instances, also reflects Samsung’s commitment to innovation and its attempt to provide a more interactive and personalized viewing experience.
The intensified focus on large-screen TVs, with models reaching up to 115 inches, caters to the growing demand for immersive home entertainment. Samsung’s “Supersize Picture Enhancer” seeks to address the challenges of maintaining image quality at these extreme sizes, aiming to provide a sharp and detailed viewing experience even on its largest screens. The continued absence of Dolby Vision support may disappoint some cinephiles, but Samsung seems committed to its alternative HDR solutions. Overall, Samsung’s 2025 TV lineup showcases a blend of iterative improvements and bold choices, positioning the company to maintain its prominence in the competitive television market. The ultimate success of this lineup will hinge on consumer acceptance of its key features, including the expanded adoption of matte displays and the practicality of its AI-driven enhancements.
