Skip to main content TechRadar the technology experts Search TechRadar View Profile België (Nederlands) Deutschland North America US (English) Australasia New Zealand Tech Radar Pro Tech Radar Gaming Nintendo Switch 2 Direct LIVE Nintendo Switch 2 NYT Wordle today Best laptop Televisions Samsung reveals US OLED TV prices, and surprise, surprise, it undercuts LG's prices James Davidson 9 April 2025 Samsung brings the fight directly to LG When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works. (Image credit: Future) Samsung reveals pricing for its 2025 OLED TV lineup Prices are cheaper than LG's 2025 OLEDs It also reveals prices for its Frame Pro TV and Samsung HW-QS700F soundbar Samsung has revealed the US pricing for its 2025 OLED TV range and, surprisingly, they're cheaper than LG's OLEDs. Samsung's OLED TV range consists of the flagship Samsung S95F (successor to one of 2024's best TVs, the Samsung S95D), the mid-range Samsung S90F and the entry-level Samsung S85F. Pricing for the range is as follows: Samsung S95F Samsung S95F 55-inch: $2,299 Samsung S95F 65-inch: $3,299 Samsung S95F 77-inch: $4,499 Samsung S90F Samsung S90F 42-inch: $1,299 Samsung S90F 48-inch: $1,499 Samsung S90F 55-inch: $1,799 Samsung S90F 65-inch: $2,499 Samsung S90F 77-inch: $3,499 Samsung S90F 83-inch: $5,399 Samsung S85F Samsung S85F 55-inch: $1,499 Samsung S95F 65-inch: $1,999 Samsung S85F 77-inch: $2,999 Samsung S85F 83-inch: $4,499 Comparing the prices to the pricing for LG's 2025 OLED TV range shows that the Samsung S95F is cheaper than the rival LG G5 by roughly $1-200 across 55 and 65-inch models, and the Samsung S90F is $1-200 cheaper than the LG C5 across all models from 42-77 inches (83-inch is the same for both). LG has yet to reveal pricing for the LG B5, but it'll be interesting to see if it's the same as the Samsung S85F or if Samsung's set is also cheaper. You may like Samsung S95F OLED TV: everything we know about Samsung's elite new OLED Samsung S95F vs Samsung S95D OLED TV: Should you upgrade? Pricing for the largest Samsung S95F, the 83-inch model, which is believed to use LG's Primary Tandem RGB OLED 'four-stack' panel', wasn't included in the initial announcement, but if it's mirroring the LG G5, it will cost roughly $6,499. All models are now available to order through Samsung's website: Get the 65-inch Samsung S95F Get the 65-inch Samsung S90F Get the 55-icnh Samsung S85F Samsung didn't just reveal pricing for its OLEDs but also for its 2025 The Frame Pro and The Frame TVs. Those prices are as follows: The Samsung Frame Pro (Image credit: Future) Samsung The Frame Pro Samsung The Frame Pro 65-inch: $2,199 Samsung The Frame Pro 77-inch: $3,199 Samsung The Frame Pro 83-inch: $4,299 Samsung The Frame Samsung The Frame 43-inch: $899 Samsung The Frame 50-inch: $1,099 Samsung The Frame 55-inch: $1,299 Samsung The Frame 65-inch: $1,799 Samsung's The Frame Pro marks the first time that the lifestyle TV series has incorporated a mini-LED backlight. It also uses Samsung's new 'Zero One Connect Wireless Box', an external box that connects devices and wirelessly transmits signals to The Frame Pro TVs. Get daily insight, inspiration and deals in your inbox Sign up for breaking news, reviews, opinion, top tech deals, and more. Contact me with news and offers from other Future brandsReceive email from us on behalf of our trusted partners or sponsorsBy submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over. Samsung also revealed pricing for its latest soundbar, the QS700F, which is a 3.1.2 channel Dolby Atmos model that can be positioned for either wall or stand-mount placement. The QS700F will cost $699.99 at launch. One thing worth noting is that these prices are likely to have been decided before the new US tariffs were announced. Although, as reported by Reuters, Samsung says it won't be affected by tariffs as its US TVs are made in Mexico, the tariffs are a developing situation that could have an affect on the final prices. Good pricing news, but a shadow still looms Just what OLED panel type will the Samsung S90F (pictured) use? (Image credit: Future) There's no denying that LG has set the OLED TV bar high for 2025. In our LG C5 review, we gave it five-out-of-five stars thanks to its all-around versatility and performance. Also, from what we've seen of the LG G5, its fullscreen brightness boost over its predecessor could be a gamechanger. So naturally, Samsung needed to answer in some way. By undercutting LG's prices, it has directly laid a challenge and given viewers another OLED TV choice. Even more surprising is that Samsung's 2025 OLEDs are cheaper than their 2024 predecessors! We haven't fully tested Samsung's OLED TVs just yet, but from what we've seen, it's set to be an impressive lineup. The Samsung S95F's new OLED Glare Free 2.0 tech solves the black crush issues that the Samsung S95D suffered from and its 83-inch model combines this with mind-blowing brightness thanks LG's four-stack panel. The Samsung S95F already has the potential to be one of the best OLED TVs of 2025. The Samsung S95F is shaping up to be one of 2025's most impressive TVs from our brief hands-on testing. (Image credit: Future) There is an elephant in the room, however: the display panels used in the Samsung S90F series OLED TVs. Last year, the Samsung S90D was subject to a panel lottery where it wasn't clear if users were getting a QD-OLED or W-OLED panel (in 55, 65 and 77-inch sizes, at least). The same appears to have happened again for 2025, with rumours circulating that only the 65-inch S90F will use a QD-OLED panel. Given this, the pricing story looks a little different, as the S90F doesn't have quite the same value, despite being cheaper. It's worth noting that the rival C5 does have an OLED EX panel so if the S90F features the same, it does take the sting out of a bit. Still, it's frustrating that Samsung won't confirm which panels are used for the S90F series. It's interesting to see Samsung directly undercutting its main rival on prices. If anything, this could encourage LG to drop its prices in an attempt to win over customers. Either way, it's great news for TV buyers. You might also like Samsung announces US prices for its 2025 mini-LED TV lineup, and it’s good and bad news Samsung explains which of its TVs can support Netflix HDR10+, and why there's a limitation I tested Samsung's new top mini-LED 4K TV, and the Glare-Free screen tech makes a big difference See more Television News James Davidson Social Links Navigation TV Hardware Staff Writer, Home Entertainment James is the TV Hardware Staff Writer at TechRadar. Before joining the team, he worked at a major UK based AV retailer selling TV and audio equipment, where he was either telling customers the difference between OLED and QLED or being wowed by watching a PS5 run on the LG 65G2. When not writing about the latest TV tech, James can be found gaming, reading, watching rugby or coming up with another idea for a novel. You must confirm your public display name before commenting Please logout and then login again, you will then be prompted to enter your display name. 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