Samsung is reportedly planning a Galaxy S26 price freeze for its next flagship launch in March, even as component costs rise and the Korean won stays weak. A Maeil Business Newspaper report says Samsung also intends to keep pricing steady for its next foldables, expected in July, aiming to protect demand in the premium tier.
If prices really stay put, the bigger question is how Samsung makes the numbers work. When costs go up but sticker prices do not, brands usually concentrate upgrades where shoppers notice most, then adjust the elsewhere. Samsung Electronics exec Lee Jae-yong frames it as a two-track strategy: defend market share with stable pricing, while defending margins through cost and spec restructuring across models.
Samsung is expected to share more at Galaxy Unpacked on Feb. 25 in San Francisco, ahead of the March launch window.
Parts costs are climbing
The report ties the pressure to higher-priced core components. Counterpoint Research is cited predicting smartphone average selling prices will rise 6.9% this year, driven by a 10% to 15% increase in manufacturing costs.
Memory is one of the biggest pinch points. LPDDR5 mobile DRAM prices have reportedly climbed by double digits since early last year, with industry estimates cited at about a 15% increase in the third quarter of last year. Mobile application processors are also up about 9% year over year, and camera modules up about 3%.
Apple and China set the tone
Competition is part of the backdrop, too. The report says Apple kept the base price when releasing the iPhone 17 series, reinforcing the idea that premium buyers have a clear price ceiling. For Samsung, the logic is straightforward, keep the premium bracket familiar, and sell the upgrade through specific features instead of a higher starting price.
What to watch at Unpacked
If the price stays flat, focus on tradeoffs. The report says the base Galaxy S26 may jump to a 4,300mAh battery from 4,000mAh on the prior base model. The S26 Plus is said to add 3X zoom HDR shooting, and the Ultra may get a privacy display that reduces side viewing, alongside stronger display and security features.
Watch the chipset split as well. The report expects Snapdragon on the Ultra, with a Snapdragon and Exynos mix on the base and Plus, which can affect performance and efficiency depending on region. Foldables may follow the same value pitch, with the Fold 8 and Flip 8 tipped for weight cuts and larger batteries.