Samsung’s upcoming Galaxy S26 Ultra smartphone is reportedly set for a February 25, 2026, launch, with leaks suggesting significant hardware upgrades and a potential price increase. Industry sources indicate the flagship device could cost around $1,359 in the United States, a rise driven by global memory chip shortages and increasing component costs. This expected price hike reflects broader economic pressures affecting the smartphone industry.
Price Pressures Mount for New Flagship
The potential price increase for the Galaxy S26 Ultra stems largely from a severe global shortage of memory chips, including RAM and NAND flash. These critical components have seen their costs surge dramatically, partly due to high demand from the artificial intelligence (AI) sector. Memory modules that cost less than $20 a year ago could exceed $100 by late 2026.
Samsung Electronics co-CEO TM Roh confirmed at CES 2026 that no company is immune to these rising costs. He described price increases as "inevitable." Analysts at Counterpoint Research noted that DRAM price surges have already increased bill of materials (BoM) costs for high-end smartphones by 10% to 15%, with further increases anticipated through mid-2026.[sammobile+4]
The Galaxy S24 Ultra, released in early 2024, saw its starting price rise to $1,299, a $100 increase over its predecessor, the Galaxy S23 Ultra. The Galaxy S25 Ultra, launched in 2025, maintained a $1,299 starting price. For the S26 Ultra, estimates suggest a price adjustment of 44,000 to 88,000 Korean won, translating to roughly $31 to $62 more per device in the U.S.[forbes+4]
Strategic Moves to Absorb Costs
Despite the significant cost pressures, Samsung is reportedly attempting to keep the starting price of the Galaxy S26 Ultra at or near the current $1,299 mark in the U.S., or below the 2 million Korean won target in its home market. To achieve this, the company may adjust its promotional strategies. Sources suggest Samsung could reduce or eliminate popular pre-order benefits, such as free storage upgrades. These promotions have become very costly given the current chip shortages.
Samsung's strategy aims to maintain its strong position in the premium smartphone market. The company consistently focuses on high-end offerings like the Galaxy S and Galaxy Z series, emphasizing cutting-edge technology and innovative features. This approach helps Samsung compete with rivals and attract affluent customers.[sammobile+3]
Leaked Specifications and Design Details
Beyond pricing, leaks offer a glimpse into the Galaxy S26 Ultra’s anticipated features and design. The phone is expected to launch with the new Snapdragon 8 Elite Gen 5 for Galaxy chipset, custom-built for Samsung flagships using TSMC's 3nm process technology. This processor promises significant improvements in CPU, GPU, and neural processing unit (NPU) performance, essential for advanced AI tasks.
The display will likely be a 6.9-inch Dynamic AMOLED panel with a 120Hz refresh rate and a peak brightness of 2,600 nits. A new "Privacy Display" feature, possibly named "Flex Magic Pixel," is also rumored. For photography, the S26 Ultra is expected to retain a 200-megapixel main sensor. It will reportedly include a 50-megapixel ultrawide lens, a 50-megapixel telephoto lens with 5x optical zoom, and a 12-megapixel telephoto camera with 3x optical zoom. A new 24-megapixel shooting mode for the main camera is also anticipated.[sammyfans]
The battery capacity is expected to remain at 5,000mAh. However, charging speeds will likely see an upgrade, with wired charging increasing to 60W from 45W and support for 25W Qi2 wireless charging. While a RAM increase to 16GB is possible, current memory shortages might lead Samsung to stick with 12GB for the base Ultra model.[sammyfans+2]
Design changes could include a shift from individual "floating lenses" to a new pill-shaped camera island. Leaked SIM card trays suggest four color options: Black Shadow, White Shadow, "Galactial" Blue (likely Glacial Blue), and Ultraviolet, which is tipped to be the new hero color. The "Titanium" branding for the frame may also be dropped, with the device potentially using an aluminum frame.[sammyfans+5]
Broader Market Context
The smartphone market faces significant headwinds from inflation and economic challenges, leading many consumers to delay phone upgrades. Global smartphone shipments are forecast to shrink by 2.1% in 2026 due to rising memory costs. Despite this, the premium segment often shows more resilience. Analysts expect average smartphone prices to rise by nearly 7% across the industry in 2026.
The increasing integration of AI features into devices also contributes to higher manufacturing costs. Flagship phones in 2026 are evolving into compact computing platforms designed for advanced AI tasks. These upgrades, alongside larger RAM configurations and advanced security systems, drive up the baseline cost of each device.[theregister+6]
Samsung is preparing to unveil the Galaxy S26 Ultra in mid-March 2026, aiming to offer practical upgrades focusing on battery life, power efficiency, camera improvements, and faster charging. The company's efforts to manage pricing amid rising component costs will be a key factor in its market performance.[nasilemaktech]
