Maciej Koper
If anyone expected merely cosmetic changes at this year's CES 2026 in Las Vegas, Samsung's booth quickly dispelled that notion. While the competition, led by LG, presented solid yet predictable innovations, engineers from Korea adopted a strategy that can best be described with the slogan: "we are going against the tide." This year's lineup is not just a race for nit and resolution but, above all, a bold and at times even controversial attempt to redefine the aesthetics of the living room.
You can find more details in the video material:
S95H: The Frame flagship
Without a doubt, the new flagship from the OLED family, model S95H, generates the most excitement. Samsung has made a move here that few expected – combining top-tier QD-OLED technology with the aesthetics known from the lifestyle series The Frame. The result is a television housed in a thick, metal frame that is an integral, non-detachable part of the construction. While the device presents itself on the wall in an exceptionally noble manner, almost like a framed piece of art, for fans of frameless screens, this may be a hard pill to swallow. However, it seems that the manufacturer is confident in its approach, opting for "Art Mode" as the standard, which simultaneously suggests great confidence in the durability of OLED panels and their resistance to burn-in when displaying static images.
The controversies do not end with the appearance. In the S95H model, the included One Connect module has been omitted. All ports have returned to the back of the device, which for many loyal brand fans may be quite a disappointment. However, Samsung has left a "loophole" for enthusiasts of clean installations – from now on, the wireless One Connect module can be purchased as an accessory. Interestingly, this solution makes the S95H the first OLED television in the world that can be equipped with as many as eight HDMI 2.1 ports.
In terms of pure image quality, Samsung is certainly not slowing down. The S95H uses fifth-generation QD-OLED panels, which in tests achieve an astonishing 2700 nits of peak brightness. This represents a noticeable increase of several percentage points compared to last year’s model, the S95F, which we tested for you. It is worth noting, however, that the 83-inch model and the new 48-inch variant still use Tandem OLED panels supplied by LG Display, something the manufacturer tries to discreetly omit in its marketing materials.
S90H: Matte OLED screen not just in the top series
Interesting developments are also happening in the S90H series. Samsung, analysing sales results, has decided to standardise its OLED offerings regarding screen coatings. From this year, the S90H model, like its more expensive sibling, will feature a matte panel free from reflections. This is a bold move that ends the debates about the superiority of glossy finishes over matte ones. Samsung is prioritising user peace of mind and viewing comfort in sunlit living rooms, even at the expense of what is traditionally understood as the richness of black. Let us know what you think about matte screens!
R95 and R85 Micro RGB: The Evolution of Mini-LED Displays
The true technological manifesto at CES 2026 is the Micro RGB technology (also known as RGB MINI-LED). This is an evolution of the LED backlighting we know, which uses independent, three-colour RGB diodes instead of ordinary white diodes. The result is nearly perfect reproduction of the BT.2020 colour space (Samsung claims a 100% result!), which translates to a vibrancy of colours we have not seen before in consumer televisions!
The star of the stand is a 130-inch giant from the R95 series, which with its size and designer frame brings to mind solutions from the ultra-premium segment, previously reserved for the wealthiest. However, it is the R85 series (available from 55 to 100 inches) that has the potential to change the market. Samsung declares that these models will be significantly more affordable, becoming a real, more "premium" alternative to the Neo QLED series. If these promises are fulfilled, we could witness the birth of a new category of devices that can realistically be purchased in stores!
HDR10+ Advanced: A Response to Dolby Vision 2
One of the most interesting highlights of the event was the closed demonstration of the new HDR10+ Advanced technology. Samsung has consistently ignored the Dolby Vision standard for years, and this year's trade fair confirmed that nothing has changed in this regard. HDR10+ Advanced is a direct response to Dolby Vision 2, aimed at extracting even more from televisions.
During the workshop, a demo film featuring a muted colour palette and minimal lighting effects was presented. Thanks to the advanced metadata, the Advanced standard allowed the television to intelligently boost the brightness of the lights in real time. Although to purists of image this may sound like a departure from the "author's intentions", the final effect is incredibly convincing – the image appears better mastered, with greater, yet natural intensity of lighting effects. It is worth noting, however, that for this to work, the metadata must be embedded in the film during the production stage; the television does not "draw" them on its own. The question then is a different one... Are film studios ready for these two formats?
Q-Symphony: Expanding the ecosystem to other brands
Finally, it is worth mentioning the changes in the audio sphere, which may prove crucial for those seeking better sound. The Q-Symphony feature, allowing the joint operation of the television's speakers and soundbar, is finally moving beyond the closed circle of products bearing the Samsung logo. The manufacturer has announced support for this technology in selected devices from brands JBL and Harman Kardon. This is a logical, albeit long-awaited step, considering that Samsung has owned these legendary brands for years. From now on, building a high-quality sound system will become significantly easier!
Samsung for 2026 is a company confident in itself, which instead of following trends, tries to create them independently. This is not at all surprising, as they have been the number 1 in the sales of televisions and soundbars for over the last 20 years. Are thicker bezels and wireless modules as an option the future of televisions? We will find out this spring when the first copies arrive at our editorial desk!
