OLED TV deals tend to follow a predictable pattern: modest discounts at first, then a bigger price drop once the next generation starts getting attention. But every once in a while, a deal shows up that feels more aggressive than expected. That’s exactly what’s happening with the Samsung 65-inch S90F OLED, now down from $2,499.99 to $1,399.99.

That’s a substantial cut, and one that puts a TV originally positioned as a premium mid-range OLED into a price tier that’s far more approachable. For anyone still holding onto an older LCD or early OLED model, this is the kind of discount that makes an upgrade conversation feel very real.

It’s also worth remembering that Connor TheDisplayGuy reviewed the S90F for HomeTheaterReview last year and gave it an Editor’s Choice award, highlighting its strong balance of picture quality, gaming performance, and everyday usability. If you want the full deep dive, you can check out the review here:

• The QD OLED I’d Buy - Samsung S90F Review

The S90F sits right in the middle of Samsung’s OLED lineup, below the flagship models but far from entry-level. That positioning makes it one of the most interesting TVs for buyers who want high-end performance without flagship pricing.

Samsung’s OLED approach combines self-emissive pixels with quantum-dot color enhancement in certain sizes, which helps deliver bright highlights and rich color saturation while maintaining the deep blacks OLED is known for. In everyday viewing, that translates to punchy HDR, excellent contrast, and a picture that looks natural across movies, sports, and streaming content.

Design is another area where the S90F feels premium. The panel is slim, the bezels are minimal, and the stand keeps the footprint clean without calling attention to itself. It’s the kind of TV that disappears visually once content starts playing, which is exactly what you want from a display.

The S90F is built around Samsung’s AI-driven processing platform, which handles upscaling, scene optimization, and motion management. In practice, that means HD cable channels and older streaming content look cleaner than you might expect on a large 4K panel.

HDR performance is a highlight. While Samsung continues to skip Dolby Vision, the TV supports HDR10+ and dynamic tone mapping that still delivers impressive highlight detail and color gradation. Brightness is strong for an OLED in this class, helping the S90F stay competitive even in rooms with some ambient light.

For movie watching, the combination of OLED contrast and accurate color reproduction makes the S90F an easy TV to enjoy without extensive calibration. It’s not trying to be the brightest OLED ever made, but it delivers a balanced image that works well across a wide range of content.

Gaming is one of the reasons the S90F keeps coming up in conversations, and it’s easy to see why. The TV supports 4K at up to 144Hz, offers four HDMI 2.1 ports, and delivers low input lag that makes it responsive for both console and PC gaming.

Samsung’s Gaming Hub also adds flexibility, letting you jump into cloud gaming services without needing a dedicated console. Features like variable refresh rate support and automatic game mode switching round out a package that feels well-thought-out rather than tacked on.

For readers who care about future-proofing, that combination of high refresh rates and full HDMI 2.1 bandwidth makes the S90F a safe long-term choice for gaming setups.

The S90F runs Samsung’s Tizen platform, which continues to evolve with a mix of streaming apps, personalization features, and free live channels through Samsung TV Plus. Navigation is straightforward, and voice control integration makes basic tasks easy.

Audio performance is decent for casual viewing, with Samsung’s Object Tracking Sound Lite helping create a bit more immersion than typical TV speakers. That said, like most slim OLEDs, the S90F benefits from pairing with a soundbar or external audio system if you want a more cinematic experience.

Dropping from $2,499.99 to $1,399.99 puts the S90F into a value category that simply didn’t exist at launch. You’re getting a TV that was designed to compete in the premium OLED space now priced closer to what entry-level OLEDs cost not long ago.

That shift changes the conversation. Instead of debating whether the S90F is worth a premium, the question becomes whether there’s a better OLED option at this price point, and that’s a much harder argument to make.

For deal-focused shoppers, it’s also a reminder that timing matters. Waiting a model cycle often unlocks performance that would have been out of reach just a year earlier.

From my perspective, the Samsung S90F remains one of the most balanced OLED TVs you can buy, and this price drop only strengthens that position. It delivers the core OLED advantages people care about (contrast, color, viewing angles) while adding strong gaming features and a polished smart platform.

Connor’s Editor’s Choice award last year already signaled that the S90F was a standout performer. With the current discount, it feels less like a niche enthusiast pick and more like a mainstream OLED recommendation.

At $1,399.99, the Samsung S90F isn’t just a good deal — it’s a compelling upgrade path for anyone ready to move into OLED without stepping into flagship pricing.