Key Takeaways

Here are the clear takeaways from Samsung Australia’s announcement notes:

– New products announced:
– 98-inch The Frame 4K QLED TV (largest dedicated Art TV in The Frame lineup for Australia; available now).
– 27-inch Movingstyle Portable Smart Touch Screen (new portable, movable display).

– Key features of the 98-inch The Frame:
– Ultra-large 98-inch Art TV canvas with a slim 30.9mm profile.
– Amber Brown bezel option; Slim Fit Wall Mount included.
– Access to Samsung Art Store with over 5,000 artworks; Art Streams for non-subscribers.
– Glare-Free technology to reduce reflections; Pantone Validated for color accuracy.
– Built-in Brightness Sensor and Motion Sensor (art mode); five mat layouts and 16 color options; supports personal photos via SmartThings upload.
– Now Brief widgets (Weather, Memo, Music, Tips, etc.); Vision AI Companion; One UI Tizen; Knox security; up to seven years of OS updates.

– Key features of the 27-inch Movingstyle:
– Rollable floor stand with hidden wheels for portable use; landscape and portrait orientation support.
– Detachable handle that doubles as a stand; built-in rechargeable battery for mobility.
– Connectivity and performance: Wi-Fi, Dolby Atmos, HDR10+, Motion Xcelerator 120Hz.
– 5-point touch support; Galaxy Watch gesture control; Bixby voice control.
– Q-Symphony compatibility with up to five sound devices when paired with compatible Samsung soundbars or speakers.
– “Mobile digital drawing board” concept with Sketch Now; can be used as a music stand, e-book reader, or karaoke device; integrates via Art Store and Generative Wallpaper.
– Productivity features: Phone mirroring, USB-C, HDMI; Storage Share for accessing content from Galaxy devices; flexible home workspace options.

– AI and personalization emphasis:
– Both devices feature Vision AI Companion and Now Brief for personalized content and widgets.
– Individual user profiles with One UI Tizen; content recommendations tailored per user.
– Samsung Knox security; seven-year OS update commitment.

– Availability and pricing:
– Both products available nationwide via Samsung Online Store and major retailers.
– 98-inch The Frame price: AU$6,999.
– Movingstyle price: AU$1,999.

– Additional notes and caveats:
– Some features require internet, compatible apps, or Samsung accounts.
– The Movingstyle is not outdoor-use or weather/dust resistant.
– Touch and gesture features may vary by app and region; not all apps support touch.
– Some capabilities (e.g., screen sharing) are restricted to compatible Samsung Galaxy devices.
– Hardware durability, regional feature variations, and update specifics covered in footnotes.

– Strategic takeaway for stakeholders:
– Samsung is reinforcing its “lifestyle-first” strategy by pairing ultra-large, art-focused displays with highly mobile, interactive screens.
– The lineup aims to blend home aesthetics with family-centric productivity, learning, and entertainment use cases.
– Strong emphasis on AI-driven personalization, integrated art experiences, and cross-device ecosystem with Galaxy devices.
– Competitive price positioning (notably the 98-inch The Frame at AU$6,999 and Movingstyle at AU$1,999) could drive broader adoption in Australia.

If you’d like, I can convert these into a one-page executive brief or a slide-ready summary with bullet points for your next meeting.

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Summary of Samsung Expands Lifestyle TV Range with 98-inch The Frame Art TV and New Portable Movingstyle

 

Samsung Australia has today announced the expansion of its lifestyle AV portfolio, with its popular The Frame TV now available in an ultra-large 98-inch screen size, and the new 27-inch Movingstyle Portable Smart Touch Screen rolling out across Australia. The latest additions to Samsung’s 2026 AV lineup offer next generation home entertainment devices that blend reliable picture quality with flexible functionality, and customisable designs.

 

These new TV additions from Samsung arrive as insights reveal Australians are driving demand for lifestyle-first display technologies. According to Samsung insights, Australians have more The Frame Art TVs in their homes per-capita than any other market in the world while also buying more 75-inch TVs than any other country in the southern hemisphere[1]. With 63% of Australians claiming they want the technology in their home to suit their personal style[2], The Frame 98-inch and 27-inch Movingstyle reflect a growing appetite for screens that deliver both immersive viewing experiences and seamless integration in modern living spaces.

 

“The TV has long been the heart of the Australian home. Samsung has spent decades reimagining what a TV looks like and how it adapts to individual circumstances to offer Australians solutions that thrive in various living spaces,” said Simon Howe, Director of Audio Visual, Samsung Australia.

 

“Throughout this time, Australians have told us that they love big screens that their friends and family can gather around to share special moments. They enjoy access to world-class art that complements their tastes and elevates home decor. Further, Australians see value in screens that can support the whole family with their work, learning, and entertainment needs. With the 98-inch The Frame and Movingstyle, we’re delivering on these preferences, providing a new ultra-large Art TV option and a portable touchscreen TV that can follow your family around the house so you can live, work and play your way.”

 

 

Museum-level presence. Now in 98 Inches

The new 98-inch The Frame 4K QLED TV is the largest dedicated Art TV canvas Samsung has ever brought to Australia, joining the recently launched The Frame lineup comprising 43-inch to 85-inch options.

 

Designed to blend seamlessly into contemporary Australian homes, the 98-inch The Frame sports a sleek, modern design with a width measuring 30.9mm. It also comes with a new Amber Brown bezel and Slim Fit Wall Mount included in-box for a near-flush mounted finish.

 

With access to Samsung Art Store’s curated collection of over 5,000 world famous artworks[3], the 98-inch The Frame delivers incredible picture quality and lifelike colour with PANTONE Validated® certification[4]. Art Streams allows non-subscription owners to discover new pieces through via a regularly updated collection of artwork curated from leading artists and institutions[5].  Coated in Samsung’s most advanced Glare-Free technology[6], The Frame is designed to reduce reflections even in bright indoor lighting to help ensure art and TV content is delivered with clarity and beautifully true to life.

 

True to The Frame series, this 98-inch model features a Brightness Sensor[7] that auto-adjusts the screen’s brightness and colour tone to retain the artwork’s original look as well as a motion sensor[8] that automatically turns on to display artwork when someone enters the room. To help customise to individual tastes, 98-inch The Frame offers five mat layouts and 16 colours to help make art look more realistic – including personal photography and family portraits uploaded via a compatible Samsung smartphone or USB drive[9].

 

 

Innovative interaction for a different home entertainment experience

The new 27-inch Movingstyle Portable Smart Touch Screen arrives to disrupt the conventional concept of displays as stationary devices by offering Australians a multifunctional lifestyle companion that can move around the home with the family.

 

The Movingstyle features a rollable floor stand with hidden wheels[10], allowing its fully portable 27” QHD touchscreen to move from different locations at home. Australians can also switch between landscape and portrait modes with different viewing angles, enjoying their favourite content and interacting with the screen with greater flexibility[11].

 

The Movingstyle comes with an innovative handle design that enables Australians to simply detatch the display from its stand and carry it. The handle also serves as a display stand, allowing placement on different surfaces without additional accessories. Further, The Movingstyle features a built-in rechargeable battery, providing the freedom for families to watch, work and interact with less limitations[12].

 

The Movingstyle is equipped with Wi-Fi support, Dolby Atmos, HDR10+ Adaptive, and Motion Xcelerator 120Hz, delivering crisp visuals, immersive audio, and ultra-smooth gaming experiences[13]. The built-in touchscreen supports 5 points control simultaneously, allowing seamless taps, swipes and scrolls[14]. With Bixby voice control, and gesture commands enabled through a Galaxy Watch, Australians can enjoy the hand-free experience, further integrating multi device connectivity for smooth, quick, and intuitive interactions[15]. The Movingstyle also features Q-Symphony, enabling it to be paired with up to five sound devices including compatible Samsung Q and S-Series soundbars or Music Studio wireless speakers[16].

 

The Movingstyle is designed to make family time more enjoyable and can be used as a “mobile digital drawing board” for children through Sketch Now[17]. This feature allows parents to write and draw alongside their children for family exchanges of creative ideas. It also serves as an electronic music stand or a home karaoke device for children to unleash their musical talents; or simply place it on the floor, coffee table or bed to read e-books in a cozy way. The Movingstyle also features Art Store and Generative Wallpaper, enabling families to explore or create digital art at their leisure[18].

 

To support productivity tasks, The Movingstyle can be connected to a compatible Galaxy mobile device via phone mirroring, USB-C, and HDMI. Content stored on a compatible Galaxy mobile device is also possible via Storage Share, enabling Australians to set up their own workspaces anywhere at home, from the bedside to the kitchen to the barbeque area[19].

 

 

Personalised smart experience continuing Samsung’s AI empowerment commitment

Samsung’s commitment to enhance life experiences through AI is reflected in the personalised design of the 98-inch The Frame and The Movingstyle. Through Now Brief, Australians can check their daily schedules and various information on the device’s large screen, including customisable widgets for Weather, Memo, Music, Tips, and more[20].

 

Both The Movingstyle and 98-inch The Frame feature Vision AI Companion and are powered by One UI Tizen, which enables each household member to create individual profiles and receive curated content recommendations that caters to everyone’s unique preferences.[21] The Frame and The Movingstyle are also secured by Samsung Knox[22], and support up to seven years of OS updates[23], allowing Australians to shop with confidence.

 

Availability

The new 98-inch The Frame and The Movingstyle are now available nationwide via Samsung’s online store and leading retailers[24].

 

The new 98-inch The Frame has an RRP of $6,999.00. The Movingstyle has an RRP of $1,999.00

 

For more information on Samsung’s AV lineup and to access launch offers, please visit www.samsung.com/au.

 

 

 

[1] Samsung Australia internal data.

[2] Pureprofile Research, commissioned by Samsung, April 2026. N=1,020. (63%)

[3] Stream complimentary curated art or additional artworks available via subscription. Internet connection required.

[4] The LS03HE meets the requirements of PANTONE® Validated: Certificate dated 20/02/2026. Picture quality may vary depending on quality and resolution of source content and viewing conditions.

[5]  Offering 30 complimentary refreshed artworks monthly through Art Store Streams.

[6] The LS03HE has been independently verified as Glare Free: Reflection Glare UGR <10, Discomfort Glare UGR <22, Disability Glare UGR <34 by UL LLC. (UL Solutions), Certificate Number: V166045 – Exp. 31/12/2026.

[7] Brightness sensor performance may vary depending on the ambient brightness level. Brightness sensor may not operate well in an environment over 1000 lux.

[8] Motion sensor gets activated after turning it on the setting and only operates in Art Mode. Motion sensor performance may vary depending on the light condition.

[9]  Requires SmartThings app download and installation to upload personal photos to The Frame via compatible Samsung mobile device. SmartThings app Android 9.0 or higher. Requires a Wi-Fi, Bluetooth or other wireless network connection and login to Samsung account.

[10] Not designed for outdoor use. The Movingstyle is not water or dust resistant.

[11] The Movingstyle is not water or dust resistant. Viewing experience may vary depending on various factors including content type, format and environment.

[12] Duration and viewing experience may vary depending on various factors including content type, format and environment.

[13] Viewing experience may vary depending on various factors including content type, format and environment. Refresh rate and response time may vary based on the performance of the input source. Refresh rate will decrease to 60Hz when the device is in power saving mode.

[14] Touch Interaction support may vary by app. Some apps may not support Touch Interaction. Some functions may be limited when using Touch Interaction. Performance may slow down when more than 5 simultaneous touch inputs are made. Touch experience may differ from the mobile device experience. Touch functionality for screen sharing is supported exclusively on Samsung Galaxy devices.

[15] Universal Gesture supports Galaxy Watch 4 and higher / Wear OS 5 and higher.  Not all accents, dialects and expressions recognised.

[16] Check for Q-Symphony compatibility on soundbar product specifications. Soundbar sold separately.

[17] This product does not support a dedicated stylus. Only single finger input is recognised for drawing. Accuracy of results not guaranteed. Sketch Now can be accessed within Daily+. Requires a Samsung Account login.

[18] TV must be connected to a power source to use these features. Stream complimentary curated art or additional artworks available via subscription. Internet connection required. Offering 30 refreshed artworks monthly through Art Store Streams.

[19] Touch experience may differ from the mobile device experience. Some functions may be limited when using Touch Interaction. Performance may slow down when more than 5 simultaneous touch inputs are made. Each device must be registered with a single Samsung Account with Storage Share Settings On, Wi-Fi On, and Bluetooth On. Storage Share is supported in selected Galaxy phones/tablets released in 2023 or later with One UI 7.0 and above. Mobile connectivity requires Samsung Account, SmartThings app, internet connection, and a compatible smartphone. Touch functionality for screen sharing is supported exclusively on compatible Samsung Galaxy devices.

[20] TV must be connected to a power source to use this feature. Support widgets vary by region. Not all languages, accents, dialects and expressions are recognised.

[21] Internet connection and Samsung Account required. Data and subscription charges may apply. Apps and UI may be subject to change without notice. Agreement of the Smart Hub Terms and Conditions and Privacy Policy is required before use.

[22] Personal data includes directly input PIN-codes and passwords, and IoT device information shared through the SmartThings app. The latest software is required.

[23] Based on model year; requires internet connection and does not cover hardware-related performance, features, or durability. 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) available. Tizen OS upgrades will be provided for 7 years, starting from release year 2025.

[24] The Movingstyle is currently available to Harvey Norman and JB Hi-Fi.

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