Samsung is reportedly setting the stage for the unveiling of its next flagship lineup. According to corroborating reports from several specialized sources, the Galaxy Unpacked event is scheduled for February 25, 2026. The commercial launch of the S26 series, including the Ultra model, is expected in the second half of March.
This information, shared by well-known leaker Evan Blass, puts an end to speculation about a potential delay. The timeline aligns with Samsung’s usual strategy, with roughly a two-week window between the official presentation and retail availability.
Pricing strategy under pressure
The biggest question now concerns pricing. While Samsung has kept prices relatively stable in recent years, industry sources in South Korea suggest that a price increase is under consideration. The hike, estimated at $31 to $62 per model, would be a direct response to the global surge in memory component costs.
This inflation, driven by massive investments in AI infrastructure, is affecting the entire industry. It could also force Samsung to rethink its traditional pre-order incentives, such as offering free storage upgrades.
A complex competitive landscape
This decision is critical for Samsung’s market position. The company must balance margin pressure, potential consumer backlash to higher prices, and an increasingly intense competitive environment. Announcements from other major manufacturers for their 2026 models will be closely watched under the same logistical constraints.
Samsung’s official messaging, expected at the February Unpacked event, will therefore need to justify any price increase while highlighting the Galaxy S26 Ultra’s technical innovations. The ball is now firmly in the marketing team’s court.
