Samsung burst onto the scene with The Frame in 2017 as it expanded into what it called "lifestyle" TVs. Sitting alongside The Serif, The Sero and more recently The Terrace, this TV's raison d'être is to blend into your home and not look like a TV.
That's seen The Frame become increasingly popular, as customers tired of black rectangles and looked for something with a little more style. The icing on the cake is being able to magnetically attach different coloured bezels, making this TV look more like a picture frame, while showing artwork when in standby, rather than just being a blank black rectangle.
