Samsung’s Frame TV is finally getting the knockoffs it deserves

It’s been several years since Samsung first launched its popular Frame TV lineup, and now we’re starting to see more brands release their own canvas-like designs. The latest is TCL’s newly announced 4K QLED NXTFrame TV, which has many of the features you’d expect from an “Art TV” — including a magnetic wooden frame, flush-to-wall mount, an “ultra matte” display, and various gallery modes for displaying images.

The NXTFrame is available in four sizes: the 55-inch ($1,500), 65-inch ($2,000), and 75-inch ($2,500) models, which are available now in the US, and a larger 85-inch model that will arrive in September for $4,000. The pricing here is fairly comparable to the latest version of Samsung’s Frame TV, and the specifications are similar, though Samsung’s 55-inch model comes in a smidge cheaper at $1,300.

TCL is also launching a more expensive NXTFrame Pro series in the same sizes, which starts at $2,000 and comes with upgraded audio courtesy of a Bang & Olufsen 3.1.2 soundbar and wireless subwoofer system. All versions of the TV feature a 144hz variable refresh rate and support HDR10, HDR10 Plus, Dolby Atmos Audio, and AMD FreeSync Premium.

The most notable features, however, are those designed to help consumers display the TV as an art piece. There’s an optional movable floor stand for $699.99 that seems partly inspired by Samsung’s Studio Stand. TCL says the NXTFRAME’s off-white bezels blend into “virtually any home décor.” It also comes with a preloaded art library, options to display personal photo galleries, and an AI Art feature that allows users to “curate a customized experience.”

The biggest downside so far is that while TCL includes its magnetic frame for free (as opposed to Samsung and Hisense, which charge extra for them), there’s only a single light wood option available right now. Given there are entire companies dedicated to selling third-party magnetic frames for Samsung’s Frame TV, I imagine we may see other brands release canvas-inspired offerings to carve out their own space in this rising trend for aesthetics-focused displays.