As a consumer tech journalist, I'm currently in the throes of what can only be called 'TV season', when all the best new TVs get lined up for the test bench just ahead of their on-sale dates.
It's a great insight to test out the latest sets, gauging how different one model is from the last and what improvements we can expect on a year-on-year basis.
In Samsung's flagship model, the difference is paramount – delivering what I described in my S99H review as the best HDR gaming I've ever seen on any TV to date.
But there's a problem. Samsung has made some divisive decisions about this model for this year. Well, sort of. As it's not the same model name in every region, as I'll get to below.
Why the S95HF is the one we all want
See that giant silver bezel border and 'floating' bezel-free panel in the image above? That's Samsung's "FloatLayer" design language for the S99H, as reviewed in the UK.
In the USA, the exact same model is called the S95H. We don't get that one in the UK, though. But both have opted for an 'art' design, which has caused some to scratch their heads as to why.
Well, any prospective UK customers who dislike that big ol' border can instead opt for the S95HF model, which won't be available Stateside. Not to be confused with last year's S95F flagship, as the HF is the 2026 version – without the silver bezel.
Samsung has done very well with its The Frame TVs – the anti-reflective "TVs as canvas" prospect – and clearly thought to incorporate elements into its flagship to promote its monthly pay-for Art Store subscription. It's clear that 2026 is the year of the art TV trend, as I wrote about back in January.
All the 2026 QD-OLED models feature an anti-reflection screen – called 'Glare Free' in Samsung's marketing – and, while I love how it diffuses bothersome ambient light, some home-cinema diehards dislike the effect and are calling for a model without such a feature.
Yet Samsung's QD-OLED picture rules
Divisive or not, however, what I have come to learn from the S99H (or, by virtue, the S95H or S95HF too?) is that its picture quality is outstanding. As QD-OLED goes, this is the flagship to rival all flagships – with an incredible Standard Mode preset that, unusually, I've left on by default. Because it's just that good.
Samsung has been really inspirational with some other design/feature choices too. The flagship doesn't use the brand's OneConnect Box by default – a separate unit to house the HDMI connections away from the panel, using wireless transmission, making it ideal for wall-mounting – but you can add one as a separate purchase.
Buying said OneConnect Box will up the HDMI count from four ports to eight in total, meaning a mass of HDMI 2.1 connections and a fix to one of my biggest bugbears with modern TV connectivity. Note, however, that latency from wireless connections is extended – and not the best for gamers, therefore.
Speaking of gamers, though, and the S99H absolutely nails that offering. While there's no Dolby Vision – as Samsung uses its own HDR10 and HDR10+ instead – the insane brightness and colour volume makes HDR titles look spectacular. Indeed, the S99H clocks a brightness output close to 4,000 nits – rivalling even high-end Mini-LED TVs.
So should I buy the S95F instead?
So make of Samsung's flagship design choices what you will. It stands out of a point of difference, which is a rarity in the TVs world these days. And if you don't like it then the S95HF model will deliver a pared-back solution instead – unless you're based in the US, where it won't be available.
The best option in that scenario? Don't forget about last year's flagship, the S95F, which is now a cut of its original price and, while not as bright as the 2026 'H' model equivalent, is still a notable TV choice.
