Samsung has been dealing with internal debate over pricing for its upcoming Galaxy S26 lineup, as it looks to avoid raising prices despite higher costs across the supply chain. The company has faced pressure from a global DRAM shortage, rising component prices, and tariffs, while also weighing Apple’s decision to keep iPhone 17 pricing unchanged.
According to a report from South Korea, Samsung has now decided to maintain the Galaxy S26’s starting price at the same level as the Galaxy S25. The report, cited by tipster @jukan05, says the base Galaxy S26 will start at $799, while the Galaxy S26+ and Galaxy S26 Ultra will be priced at $999 and $1,299, respectively.
The report says Samsung is expected to take a 10% to 15% hit to its profit margins by holding prices steady. However, higher margins in DRAM and NAND memory are expected to help offset part of that impact.
The price freeze is expected to apply mainly to the US market. In South Korea, Samsung’s home market, prices are likely to increase due to the weakening Korean won. Similar price increases are also possible in parts of Europe and other Asian markets.
If Samsung follows through with the plan, it would mark the fourth straight year the company has avoided raising prices on its flagship smartphones.
The same report claims the pricing strategy will extend to Samsung’s foldable lineup, with the Galaxy Z Fold 8 and Galaxy Z Flip 8 also expected to launch later in 2026 without price increases.
While not explicitly stated, Apple’s decision to keep iPhone 17 pricing unchanged is widely seen as a factor in Samsung’s approach. With Apple expected to introduce its first foldable iPhone this year, Samsung is seen as reluctant to risk losing customers by raising prices on its flagship and foldable devices.
The report adds that Samsung is likely to raise prices on its mid-range Galaxy A series phones. These models operate on thinner profit margins, leaving Samsung less room to absorb higher component costs.
According to the report, the expected price increases may not come with meaningful hardware upgrades. As a result, buyers could end up paying more without seeing noticeable improvements. The report suggests this may become a broader trend for smartphones launching in 2026.
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