All part of the brand’s desire to “transform screens into adaptive, intelligent companions that simplify and enrich every day living,” apparently.

The Frame Pro should be a big upgrade to The Frame given the Neo QLED panel, but we'll have to wait and see if that holds true in "regular" TV use. And of course, it will be more expensive than the current Frame that starts at $600 for the 32-inch size (final pricing is still TBD).

Admittedly, it is an off-center pick from Laptop Mag to give a TV the Best Design of CES 2025 award, but the new Frame Pro is overwhelmingly the best-designed piece of technology to debut this week in Las Vegas.