Samsung is reportedly planning a price freeze on the Galaxy S26 for the launch of its next flagship in March, even as component costs rise and the Korean won remains weak. According to a report in business newspaper Maeil, Samsung also intends to keep prices stable for its next foldable devices, expected in July, to protect demand in the premium class.
If prices truly remain the same, the bigger question is how Samsung will be able to make the numbers work. When costs rise but sticker prices don’t, brands typically concentrate upgrades where shoppers notice it most and then adjust them elsewhere. Lee Jae-yong, CEO of Samsung Electronics, sees this as a two-pronged strategy: defending market share through stable prices and defending margins by restructuring costs and specifications across all models.
Samsung is expected to reveal more at Galaxy Unpacked on February 25 in San Francisco ahead of the launch in March.
Parts costs increase
The report attributes the pressure to higher-priced core components. According to Counterpoint Research, average selling prices for smartphones will rise 6.9% this year, driven by a 10% to 15% increase in manufacturing costs.
Memory is one of the biggest sticking points. LPDDR5 mobile DRAM prices have reportedly increased by double digits since the start of last year, with industry estimates indicating an increase of about 15% in the third quarter of last year. Mobile application processors are also up about 9% year-over-year, and camera modules are up about 3%.
Apple and China call the shots
Competition is also part of the background. According to the report, Apple maintained 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 simple: keep the usual premium class and sell the upgrade through specific features instead of a higher starting price.
What to see at Unpacked
If the price remains stable, focus on compromises. According to the report, the base Galaxy S26 could move to a 4,300 mAh battery from the 4,000 mAh on the previous base model. The S26 Plus is said to have HDR recording with 3x zoom, and the Ultra may have a privacy screen that reduces side-eye glances, as well as stronger viewing and security features.
Also observe the breakdown of the chipset. The report expects Snapdragon on the Ultra, with a Snapdragon and Exynos mix on the base and Plus, which may impact performance and efficiency depending on region. Foldable models can be in the same price range, with the Fold 8 and Flip 8 designed for weight savings and larger batteries.
