Samsung has officially unveiled its 2025 OLED TV lineup, introducing three new series—S95F, S90F, and S85F—that feature advanced display technology and a range of screen sizes, with prices starting at $1,300.
The latest announcement from Samsung highlights the integration of the company’s most advanced OLED Glare-Free technology across all three new series. Designed to minimize glare and reflections from ambient lighting or sunlight, this innovation ensures optimal viewing conditions in any room without sacrificing picture quality or color accuracy. Lydia Cho, Head of Product for Home Entertainment at Samsung, emphasized this focus on versatility and performance, stating, “No two homes are the same, and we recognize that for some shoppers – sunlight and ambient lighting are often a top consideration when choosing which TV to buy for their space. We want to give them even more flexibility to enjoy their content when and where they want, without compromising great picture quality and color reproduction.” She further noted that the flagship S95F series boasts Samsung’s best OLED Glare-Free technology yet, while maintaining “pure blacks, clean whites, dramatic contrast and truly breathtaking, Pantone-validated color,” paired with a cutting-edge processor, upgraded refresh rate, and a 30% brightness boost.
The S95F series stands as the flagship of Samsung’s 2025 OLED lineup. It is available in screen class sizes from 55 inches to 77 inches, with an 83-inch model set to debut soon. This series is powered by the NQ4 AI Gen3 processor, which upscales content to 4K resolution and enhances gaming experiences with Motion Xcelerator 165Hz for smoother and faster gameplay. The S95F’s pricing reflects its premium positioning: the 55-inch model is available for $2,300, the 65-inch for $3,300, and the 77-inch for $4,500.
The S90F series also leverages the NQ4 AI Gen3 processor and introduces AI Motion Enhancer Pro, a feature that sharpens and smooths fast-moving objects, making it particularly well-suited for sports and other high-action content. The S90F offers a wide array of screen sizes: 42-inch ($1,300), 48-inch ($1,500), 55-inch ($1,800), 65-inch ($2,500), 77-inch ($3,500), and 83-inch ($5,400). This flexibility ensures a model suitable for nearly any room size or viewing preference.
The S85F series, positioned as a value-oriented option, runs on the NQ4 AI Gen2 processor and features Color Booster Pro, which uses AI to enhance image details and color vibrancy. Screen sizes for the S85F range from 55 inches to 83 inches, with pricing set at $1,500 for the 55-inch, $2,000 for the 65-inch, $3,000 for the 77-inch, and $4,500 for the 83-inch model.
Across all 2025 OLED models, Samsung has integrated Samsung Vision AI, a suite of AI-powered features designed to enrich the viewing experience. These tools include click-to-search functions that provide content recommendations and actor biographies, as well as Live Translate, which offers real-time translation of foreign languages during live broadcasts. Another innovative feature is compatibility with the Samsung Galaxy Watch, allowing users to control their TVs through Universal Gestures, such as rotating the watch to scroll through screens or making a fist to return to the previous menu.
This OLED TV lineup arrives shortly after Samsung introduced its 2025 QLED TVs and soundbars, expanding the company’s home entertainment portfolio. The launch also follows the recent announcement from Sony, which revealed its 2025 Bravia OLED TVs in Tokyo. Sony’s new lineup includes the Bravia 8 Mark II QD-OLED, a model reportedly 125% brighter than its predecessor, the A95L, and available in both 55-inch and 65-inch screen sizes later in the year.
