Galaxy S26 Ultra may see a price hike soon, following Apple’s move with iPhone 17

Samsung's consideration of mid-cycle price increases for the Galaxy S26 series reflects a critical shift in the smartphone market. Memory chip prices surged by more than 80% in Q2, making them the most expensive component. This cost pressure is forcing manufacturers to break from the traditional practice of only adjusting prices with new model launches. Samsung's mobile division posted an operating loss of about 700 billion won in Q2, underscoring the urgency.

If implemented beyond South Korea, such a price increase will impact Asian consumers directly. A uniform hike of 149,600 won in its home market would push the S26, S26+, and S26 Ultra to higher retail prices. For Samsung, the test is whether it can pass on these costs without significantly impacting sales volumes, especially against competitors that may choose to absorb more of the increase.

The thing to watch is whether other Asian smartphone brands follow Samsung's lead on existing models. Apple already raised iPhone 17 prices, but a broader trend of mid-cycle hikes would redefine consumer expectations across the region. The alternative is further margin compression for manufacturers, which is unsustainable given current component costs.