The first in Samsung's lineup of lifestyle TVs is The Frame, and at CES 2021, it received a major upgrade in terms of design and functionality The Frame is not only thinner, it also rotates. Yes, it rotates. From this set of statements, content can be viewed in landscape and portrait orientation.

Oddly enough, this is not Samsung's first rotating TV. Last year, Samsung introduced The Sero, a standalone mirror-like device for mobile content. The Frame, which also doubles as a smart art display, is more elegant than the Sero for social media, and it is interesting that Samsung has chosen to use the latter's rotating feature (which looked a bit gimmicky in person) on its top-of-the-line 43-inch lifestyle model.

Nevertheless, The Frame's ability to masquerade as a digital art display is up to the standards of a rotating TV. For comparison, Netgear's popular Meural Canvas smart art frame offers a rotating mount for viewing artwork both vertically and horizontally.

When not enjoying the rotating feature or watching TV, The Frame displays a variety of artworks of your choosing. It benefits from Samsung's Art Store, which houses more than 1,400 carefully curated works of art. The company's new curation technology can also use AI to recommend artworks.

The Frame's new make is about half as thin as previous models to mimic the look of a traditional picture frame. This means that the 24.9 mm set does not protrude so much from the wall, allowing it to blend in more when you are not watching TV; five bezel color options and two mold styles also help the Frame case to complement home decor.

Samsung has not yet announced pricing or availability of the new version of The Frame. However, the current model starts at about $600 for a 32-inch and $2,800 for a 75-inch. The new TV may be priced similarly.

In addition to The Frame and The Sero, Samsung's lifestyle TV lineup includes The Terrace, a QLED outdoor set announced over the summer, and The Premiere, a gorgeous 130-inch 4K projector.