Products in this test

Samsung The Frame has been one of the world’s most popular TV models for a number of years. With well over 1 million TVs sold, it is certainly one of Samsung’s biggest successes. So it’s no surprise that someone wants to challenge the market leader on its home turf.

Strangely, Samsung has been virtually alone with the concept for several years. No other manufacturer has dared to copy the concept of the picture frame aesthetic and interchangeable frames – until now.

Chinese challenger

TCL has come up with a rather cheeky imitation – NXTFRAME – or ‘the next Frame’. Yes, even the name is included. There should be no room for misunderstanding here.

‘Imitation is the sincerest form of flattery’, they say. We don’t know if Samsung feels flattered, but they’ve certainly felt the pressure from their Chinese competitor.

TCL has had quite an adventurous growth in recent years. They came in from the sidelines as a low-cost challenger with a focus on affordable LCD TVs with a Google interface.

From there, the number of models, screen sizes, technologies and not least price ranges have grown at record speed, all the way up to €26,000 for the largest 115-inch with MiniLED. And now their own Frame version.

TCL NXTFRAME meets Samsung The Frame

So the question is, which of these design TVs is the best? We’ve tested both the 2024 model of Samsung The Frame LS03D and the TCL NXTFRAME A300 Pro, which means we’re in for a real design duel!

Both the TCL and Samsung variants are available in a range of different models. Samsung ranges from 43 to 85 inches, while TCL offers two different model series (A300 and A300 Pro) with the same picture but different sound. Prices are close to the respective Samsung models.

We have tested the 55-inch versions of Samsung The Frame and TCL NXTFRAME A300 Pro. Let the competition begin!