Samsung’s next flagship smartphone, the Samsung Electronics Galaxy S26 Ultra, is now firmly on track for a later-than-usual launch, with fresh leaks confirming a February unveiling and senior executives warning that higher prices may be unavoidable amid a global memory chip shortage.
The developments mark a significant shift for Samsung’s premium smartphone strategy in 2026, with implications not just for launch timing but also for pricing, pre-order incentives, and promotional discounts that have long underpinned its flagship sales.
Galaxy S26 Ultra Release Date: February 25 Unpacked Event
Long-standing rumours around a delayed Galaxy S26 launch now appear settled. Renowned smartphone leaker Evan Blass disclosed on X that Samsung will host its Galaxy Unpacked event on February 25, 2026, citing confirmation from another respected source, Ice Universe, who described the date as “100% correct”.
If Samsung follows its recent release pattern, retail availability should follow around two weeks later. The company’s last five flagship launches reached stores between 14 and 16 days after unveiling, pointing to a likely March 13, 2026 on-sale date. That would place the Galaxy S26 Ultra firmly in mid-March, slightly later than early indications but consistent with Samsung’s preference for Friday releases.
Samsung Warns of Possible Galaxy S26 Price Increase
While launch timing is becoming clearer, pricing remains unresolved. Speaking to Reuters on the sidelines of CES 2026, Samsung Electronics co-CEO TM Roh acknowledged that rising memory costs could force price increases across Samsung’s product range, including smartphones.
“No company is immune,” Roh said, describing higher prices as potentially “inevitable” due to the ongoing global memory shortage.
That message was reinforced by Samsung’s global marketing president, Wonjin Lee, who told Bloomberg that rising memory prices would inevitably affect end-product pricing, even as Samsung tries to shield consumers from the full impact.
Expected Galaxy S26 Ultra Price: What the Leaks Suggest
Korean media reports indicate that Samsung has yet to make a final decision on Galaxy S26 pricing. Earlier reporting from Maeil Business suggested the company was considering holding Galaxy S26 prices steady and offsetting higher costs by raising prices on its mid-range Galaxy A series.
More recent reporting from ET News, however, points to an internal debate over price increases of ₩44,000–₩88,000 ($31–$62) per model. If implemented, this could translate into approximate US prices of:
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Galaxy S26: around $859
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Galaxy S26 Plus: around $1,059
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Galaxy S26 Ultra: up to $1,359
For context, Samsung has historically maintained stable flagship pricing across generations, making any increase for the S26 series a notable departure.
Pre-Order Deals at Risk as Memory Costs Surge
Perhaps more significant for consumers than headline prices is the potential loss of Samsung’s aggressive pre-order incentives. The company has built a reputation for generous launch promotions, most notably its “double storage” offer, which typically upgrades buyers from 256GB to 512GB at no extra cost, alongside store credits and enhanced trade-in values.
According to ET News, this signature promotion may be scrapped for the Galaxy S26 lineup. The reason is straightforward: memory prices have surged as the AI boom diverts RAM and flash storage production towards data centres rather than consumer devices.
If these pressures persist, the kind of deep discounts seen during recent sales—such as the Galaxy S25 Ultra 512GB dropping below $900 during Black Friday—may become increasingly rare.
What This Means for Samsung and the Smartphone Market
A later launch, higher prices, and weaker pre-order deals would collectively mark a tougher environment for flagship smartphones in 2026. Samsung is not alone: rivals across the industry are grappling with the same cost pressures driven by AI infrastructure demand.
For Samsung, the Galaxy S26 Ultra will test whether brand loyalty and product differentiation can offset higher prices and leaner promotions. For consumers, it may signal the end of an era in which ultra-premium smartphones routinely became bargains within months of launch.
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Samsung Galaxy S26 Ultra Release Date Confirmed as Samsung Signals Possible Price Rise
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