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The resurrected LG Wallpaper TV is officially available to preorder. LG hasn’t announced a release date yet, but some interested buyers may need an extra second to think after seeing that the W6 Wallpaper TV costs $5,499.99.
And that’s just the smallest size. To be fair, the smallest size in question is 77 inches, but that’s still quite pricey — especially if your instinct is to compare the Wallpaper to Samsung’s The Frame. So, the $5,500 question is: Is LG delusional for the W6 Wallpaper’s price tag, or are we delusional for wanting it to be cheaper?
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Why does the Wallpaper cost so much more than The Frame?
The most expensive Frame model, the 83-inch Frame Pro, costs $3,999.99. We’re certainly not used to any art TV making The Frame look affordable. But this time, the Frame Pro sounds more like a dupe for the LG Wallpaper than the other way around.
However, comparing these two designs is a real apple and oranges situation. The W6 Wallpaper is OLED and The Frame Pro is Neo QLED (Samsung’s version of mini-LED). Those are two completely different methods of lighting the TV screen, and OLED is already considered to be superior to QLED in most situations.
As you can see from the side view, the Wallpaper is unbelievably thin.
Credit: LG
(I don’t think brands do themselves any favors in the “convincing the average buyer that this TV is a practical purchase” department by strictly staging product photos in a home that looks like Bruce Wayne’s penthouse, but I digress.)
The W6 Wallpaper’s OLED tech is some of LG’s most advanced ever. Some key features include Brightness Booster Ultra and Hyper Radiant Color Technology, which LG says make the W6 Wallpaper nearly four times brighter than the average OLED TV. According to LG, the W6 is the most “reflection-free” of any LG TV. Brightness and legibility in bright rooms are typically an OLED TV’s rare weak spot against QLED TVs, but it sounds like LG bridged that gap here.
The most mind-bending part is that LG packed it all into a screen that measures 9 millimeters thick — even thinner than either The Frame model, which are already impressively thin. For reference, 9 millimeters is thinner than a closed MacBook Pro.
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Comparatively, The Frame Pro’s Neo QLED technology isn’t even Samsung’s best Neo QLED work.
The best Samsung Neo QLED TVs use full array local dimming: Clusters of tiny LED bulbs arranged across the entire screen that can individually dim or brighten as needed, leading to deeper blacks, vibrant highlights without blooming, and overall more accurate picture quality. Instead, the Frame Pro’s mini-LED system consists of extra bulbs arranged across the bottom of the TV, pointing upward. While the Frame Pro’s picture is brighter and more contrasted than the regular Frame, it almost feels basic compared to the W6 Wallpaper.
As if gamers needed any convincing to blindly side with the OLED TV, the LG Wallpaper’s max 165Hz refresh rate is worth nothing — the Frame Pro can only hit 144Hz.
Samsung has a Wallpaper TV dupe. It’s just not in The Frame family.
The Frame Pro’s teetering title as the best art TV certainly didn’t get much cushion from Samsung’s latest TV launch. When the remaining half of Samsung’s 2026 flagship TVs were released at the beginning of April, the biggest news about The Frame Pro was a negligible HDMI port upgrade. That’s exactly the level of innovation needed to compete with LG’s new OLED art TV.
But during that launch, I noticed that the nicest new Samsung OLED embodied the core features of art or lifestyle TVs. The Samsung S95H rocks a steel-colored metal bezel and a “glare-free” matte screen coating, mounts flush with the wall, and can access The Samsung Art Store. It also sees boosted brightness and improved reflection handling over the 2025 Samsung S95F, which was already one of the internet’s favorite OLED TVs for bright rooms.
Art features or not, high-end OLED TVs are just expensive
It’s not like high-end OLED TVs aren’t always on the steep side of the pricing spectrum. The 2026 77-inch LG C6H OLED and 2026 77-inch LG G6 OLED cost $3,699.99 and $4,499.99, respectively. The 77-inch version of the aforementioned Samsung S95H OLED also costs $4,499.99. As one of the absolute best LG OLED TVs you can buy, plus the unique art TV features, the W6 Wallpaper is naturally pricier — just like we’ve long accepted that The Frame is simply going to be more expensive than other QLED TVs with similar specs.
If it makes you feel better, the new LG Micro RGB TVs are just as salty. The cheapest one, the 75-inch MRGB95B TV, just debuted at $4,999.99. The 85-inch version costs $6,999.99.
No one is alleging that the W6 Wallpaper is a realistic investment for the average household. $5K is still wickedly expensive for a TV, but it’s pretty in line with the common asking price for other premium OLED TVs.
