Samsung's Galaxy S26 Ultra will launch with a 6% price increase over its predecessor, reaching 1.8 million won ($1,350) in South Korea. The hike stems from rising DRAM and NAND flash memory costs that have impacted the entire electronics industry.
The flagship smartphone debuts February 25 with pre-orders starting February 26 and sales commencing March 11. This represents a significant delay from previous years, when Galaxy S25 models launched in early February 2025 and S24 devices arrived in January 2024.
Despite the later schedule, 45% of surveyed consumers reportedly don't mind waiting if the upgrades justify the premium. Samsung aims to deliver with next-generation AI features, an enhanced Snapdragon 8 Elite Gen 5 processor, and new camera hardware.
The company's strategy shifts from specifications competition to innovative user experiences. Samsung's co-CEO acknowledged that no company can escape the memory shortage, forcing a focus on software and AI rather than hardware upgrades.
One key software addition targets power users. Early Galaxy S26 Ultra builds include Android Virtualization Framework support, enabling Linux Terminal functionality previously exclusive to Google Pixel devices. This allows developers to run professional coding software directly on the phone.
Camera improvements extend to existing models as well. The Galaxy S25 Ultra gains 25x video zoom capability through the upcoming One UI 8.5 update, up from the current 20x limit. Leaker Ice Universe demonstrated the feature in beta software, showing zoom progression from 5x to 25x.
S25 Ultra owners must wait until March or April for the stable One UI 8.5 release, which debuts first on the S26 series. The update also brings a redesigned camera interface with quick-access buttons for different zoom levels.
Samsung faces pressure after losing its top smartphone shipment position to Apple in 2025. The company plans to bundle freebies like earbuds and powerbanks with S26 Ultra purchases, though regional offers will vary.
The S26 Ultra maintains similar physical dimensions to its predecessor, with only subtle design changes including slightly rounder corners. Privacy Display technology represents one of the few major hardware additions, though tempered glass protectors offer similar functionality at lower cost.
Memory component prices have already impacted other Samsung products. The company raised Galaxy Book 6 Pro laptop prices by $477 earlier this year, indicating component cost absorption won't extend to smartphones.
Consumer patience appears conditional on meaningful upgrades. While 36% of surveyed users want faster development cycles, most prioritize feature improvements over release timing. The S26 Ultra's success depends on whether its AI and software enhancements justify both the wait and higher price.
Samsung's software reputation has improved significantly in recent years. The company now delivers faster Android updates than most competitors, with One UI 8 arriving ahead of schedule and One UI 8.5 already in beta testing.
The Galaxy S25 Ultra remains a strong alternative, available at discounted prices as the S26 launch approaches. Its camera system continues to compete with newer flagships, and regular software updates maintain performance.
Industry analysts suggest Samsung must balance component cost pressures with consumer expectations. The 6% price increase represents the minimum necessary to offset memory shortages while maintaining profitability in a competitive market.
