Samsung bets that you’ll either buy a Galaxy S27 Pro or Ultra next year

Samsung's reported strategy for its upcoming Galaxy S27 smartphone lineup involves a significant shift towards premium models. As reported by ETNews, Samsung is allotting over 70 percent of its total production capabilities to the Galaxy S27 Ultra and a new S27 Pro model. This represents an increased focus on premium devices compared to the S26 series, where the S26 Ultra alone constituted about 50 percent of that series' production volume.

The new Galaxy S27 Pro is anticipated as a fourth model in the lineup, designed to bridge the gap between the standard S27/S27+ and the top-tier S27 Ultra. It is expected to incorporate features typically reserved for the Ultra, such as "Privacy Display" and a matching design, but without an S Pen and at a smaller price. This positioning suggests an effort to offer high-end appeal without the absolute premium cost.

This production allocation is not primarily aimed at significantly increasing the S27 Ultra's unit sales beyond its predecessor's 18 million units. Instead, the S27 Pro is expected to account for approximately 7 to 8 million units, representing about 20 percent of sales that would have otherwise gone to the less expensive S27 or S27+ models. Samsung appears to be leveraging past successes of high-end devices, including the Galaxy S26 Ultra's performance as the best-selling Android phone in Q2 of this year, to drive consumers upmarket.

The strategy hinges on the S27 Pro's ability to attract buyers who might typically opt for the S27+ by offering advanced features at a similar price point. The S27 Pro is not expected to be significantly smaller than the S27+, making it a compelling upgrade for those seeking premium capabilities without committing to the Ultra's higher cost or specific features like the S Pen.