Samsung Introduces 2025 OLED TVs with Samsung Vision AI and Next-Level Glare-Free Technology

Flagship S95F features most advanced 4K processor, upgraded OLED Glare-Free, 30% brightness boost and 165Hz refresh rate

Samsung Electronics has introduced its 2025 OLED TV line-up featuring three next-gen series (S95F, S90F, and S85F) in screen class sizes up to 83”. The fastest growing OLED TV brand,^[1], Samsung is continuing to innovate with its 2025 OLED lineup, delivering powerful full-screen brightness, deep blacks, vibrant, Pantone®-validated colours and our most advanced OLED Glare-Free technology – for distraction-free viewing.

“No two homes are the same, and we recognise 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 colour reproduction,” said said Nivash Ramsern, Director, Visual Display at Samsung South Africa. “Our flagship S95F series offers all of that and more, featuring our best OLED Glare-Free technology yet, while maintaining pure blacks, clean whites, dramatic contrast and truly breathtaking, Pantone-validated colour. Paired with our most advanced 4K processor, an upgraded refresh rate and a 30% brightness boost, you’ll experience the most realistic picture possible on a Samsung OLED TV.”

All three series in the lineup also feature Samsung Vision AI,^[2] to power not only their cinematic picture and sound, but also AI-backed experiences that will help you engage more deeply with your content and enjoy a viewing experience that’s catered to you.

Samsung Vision AI also unlocks new Samsung SmartThings features that simplify and enhance daily life. When you activate “Pet Care^[3] ” and “Family Care^[4] , you’ll get access to live video of your living room through your connected camera and receive alerts if your pet or child needs your attention – for peace of mind at home or away. Plus, “Home Insights^[5] provides notifications from your smart devices right on screen, including a 3D Map View that shows your entire smart home at a glance.

“Universal Gestures^[6] even let’s you control your TV through your Galaxy Watch – with simple hand motions like rotating the watch bezel to scroll the screen,or making a fist to return to a previous menu.

These intuitive features, along with all your favorite apps and services, will be available through One UI Tizen – the next evolution of our Tizen OS. One UI Tizen enhances the look and feel of Tizen OS, with a refreshed layout that mirrors the interface of many Samsung smartphones, tablets and Galaxy watches.

You can also now create separate profiles for each member of your household and enjoy suggested shows, movies and other content curated just for you. And, we’re maximising your entertainment with up to seven years^[7] of OS updates, ensuring you’ll have access to the latest apps and services for many years to come.

S95F: The Best Samsung OLED TV Gets Even Better

The flagship series features our most powerful NQ4 AI Gen3 Processor^[8] that optimizes contrast, brightness, depth and colour across every scene. No matter what you enjoy watching, the processor upscales,^[9]  it all into brilliant 4K resolution.

For gamers, Motion Xcelerator 165Hz,^[10] ensures smooth motion and blazing fast speeds from even the most demanding games. Together, these upgrades make the S95F our best OLED yet, offering a cinematic picture without distractions.

• 77” Class S95F: R99,999*

S90F: Vivid Contrast and Breathtaking Clarity through AI-Powered Visuals

The S90F series (48” – 83” screen class sizes) also features our powerful NQ4 AI Gen3 Processor that delivers incredible picture and dynamic sound, and powers Samsung Vision AI experiences. You can also watch classic movies and shows like you never have before thanks to 4K AI Upscaling Pro,^[11], which transforms everything on screen into impressive 4K resolution.

Experience powerful brightness and deeper contrast as OLED HDR+,^[12] analyzes each scene to help you appreciate even the tiniest details – from fireworks in a night sky to the golden hue of a sunset.

With the S90F series, you can enjoy an uninterrupted, fluid picture across games and content with Motion Xcelerator 144Hz.,^[13] And, AI Motion Enhancer Pro,^[14]sharpens and smooths fast-moving objects – like a golf ball or hockey puck – so you never miss a play.

The S90F also envelops you in multidimensional sound tailored to your space and content – thanks to features like Object Tracking Sound Lite, Active Voice Amplifier Pro,^[15] and Adaptive Sound Pro.,^[16]

• 83” Class S90F: R129,999*
• 77” Class S90F: R79,999*
• 65” Class S90F: R42,998*
• 55” Class S90F: R26,999*
• 48” Class S90F: R18,999*

S85F: Amazing Detail and Brightness

The S85F series (55” – 65” screen class sizes) is powered by the NQ4 AI Gen2 Processor, which makes movies, TV shows, video games and sports you love look and sound even better.

4K AI Upscaling,^[17] can transform content from decades ago into 4K resolution, while Motion Xcelerator 120Hz brings smooth motion to games and sports. The TVs can also analyse each scene and use AI to deliver vivid colours and enhanced detail with Colour Booster Pro.^[18]

Plus, you’ll enjoy the same pure blacks, bright whites and Pantone-Validated colour offered across the entire 2025 OLED lineup, so images on screen look as incredible as they do in real life.

• 65” Class S85F: R32,999*
• 55” Class S85F: R22,999*

Our 2025 TVs are also loaded with sleek, minimalist designs that blend with your environment, while SmartThings,^[19]  works with over 340 smart home brands, integrating all your devices into one central ecosystem and unlocking exclusive features with select Samsung products. All the while, Samsung Knox,^[20] offers triple-layer protection, so your personal data stays safe and secure.

Whichever model you choose, you can shop confidently from the #1 global TV brand for 19 years running. ^[21]

For more on the newest OLED models and other Samsung TV and audio products, visit www.samsung.com/za .

^{[1] Circana, LLC, Retail Tracking Service, Display Type: OLED, US Sales, 52 Weeks Ending March 23, 2024.
[2] Samsung Vision Al is only available on 2025 Neo QLED 8K, Neo QLED, OLED, QLED and The Frame TV models. Samsung Vision Al features vary by TV model. (Excludes Crystal UHD, FHD and HD TV models).}

^{[3] Available on certain models only, and on terrestrial, cable TV and Samsung TV Plus.}

^{[4] Works with antenna broadcast only. Available languages vary and may require download. Translation accuracy not guaranteed.}

^{[5] Samsung Account required for network-based smart services, including streaming apps and other smart features. Separate computer, mobile, or other device may be necessary to create/log in to Samsung Account (free to download and create). Without Samsung Account log in, only external device connections (e.g., via HDMI) and terrestrial/over-the-air TV (only for TVs with tuners) are available. Each device must be signed into same Samsung Account and must have both Wi-Fi. It only works when the TV is turned off. Utilizes AI-based formulas.}

^{[6] Samsung Account required for network-based smart services, including streaming apps and other smart features. Separate computer, mobile, or other device may be necessary to create/log in to Samsung Account (free to download and create). Without Samsung Account log in, only external device connections (e.g., via HDMI) and terrestrial/over-the-air TV (only for TVs with tuners) are available. Each device must be signed in to same Samsung Account and must have both Wi-Fi. It only works when the TV is turned off.}

^{[7] Samsung Account required for network-based smart services, including streaming apps and other smart features. Separate computer, mobile, or other device may be necessary to create/log in to Samsung Account (free to download and create). Without Samsung Account log in, only external device connections (e.g., via HDMI) and terrestrial/over-the-air TV (only for TVs with tuners) are available.}

^[8] Requires Galaxy Watch 4 and higher / Wear OS 5 and higher.

^{[9] Samsung Account required for network-based smart services, including streaming apps and other smart features. Computer, mobile or other device may be necessary to create/log in to Samsung Account (free to download and create). Without Account log in, only external device connections (e.g., via HDMI) and terrestrial/over-the-air TV (only for TVs with tuners) available. One UI Tizen OS updates are available for up to 7 years from the product release year starting in 2023. Availability, features, contents, apps and services are subject to change without notice and may vary by product and model. OS updates does not cover hardware-related performance, features or durability.}

^{[10] Utilises AI-Based formulas to upscale to 4K resolution. Resulting picture may vary based on source content.}

^{[11] Utilises AI-Based formulas to upscale to 4K resolution. Resulting picture may vary based on source content.}

^{[12] 4K 165Hz is only available with PC connected games that support such specifications (PC graphic card required). Performance may vary.}

^{[13] Utilises AI-Based formulas to upscale to 4K resolution. Resulting picture may vary.}

^{[14] Compared to OLED HDR, 48″ & 42″ have OLED HDR.}

^{[15] 4K 144Hz is only available with PC connected games that support such specifications (PC graphic card required). Performance may vary.}

^{[16] Utilises AI-Based formulas.}

^{[17] Utilises AI-Based formulas to upscale to 4K resolution. Resulting picture may vary based on source content.}

^[18] Utilises AI-Based formulas.

^{[19] Samsung Account required for network-based smart services, including streaming apps and other smart features. Additional apps required. A computer, mobile or other device may be necessary to create/log into Samsung Account (free to download and create). Without Account login, only external device connections (e.g., via HDMI) and terrestrial/over-the-air TV (only for TVs with tuners) available.}

^{[20] Personal data includes directly input PIN-codes and passwords, and IoT device information shared through the SmartThings App. The latest software update is required.}

^{[21] Source: Omdia, Feb 2025. Results are not an endorsement of Samsung. Any reliance on these results is at the third party’s own risk.}