SEOUL — Samsung Electronics has reportedly decided to freeze the launch prices of its upcoming flagship smartphone series, the Galaxy S26, scheduled for release this March.

Despite industry expectations that rising component costs and unfavorable exchange rates would necessitate a price hike, the South Korean tech giant appears to have prioritized market share stability. Analysts suggest the move is a strategic response to intensifying competition from Apple and the rapid ascent of Chinese manufacturers.

Four Consecutive Years of Price Stagnation
According to industry sources on January 1, Samsung will maintain the same price points for all Galaxy S26 models (256GB base) as those of the previous Galaxy S25 series. This marks the fourth consecutive year that Samsung has opted to keep its flagship pricing steady.

The projected pricing for the U.S. market is as follows:

Galaxy S26 (Standard): $799
Galaxy S26 Plus: $999
Galaxy S26 Ultra: $1,299

Market Defense Over Profit Margins
The decision comes at a challenging time for the company's hardware division. The costs of critical components, including mobile Application Processors (APs) and memory chips, have seen double-digit increases over the past year. Furthermore, the weakening of the Korean won against the U.S. dollar has pushed manufacturing costs to record highs.

However, with Apple expected to maintain current pricing for the upcoming iPhone 17, Samsung likely concluded that a price increase would trigger a mass exodus of consumers in the premium segment.

Impact on Other Lineups
The strategy of price preservation is expected to extend to Samsung's foldable lineup. Reports indicate that the company is currently discussing freezing prices for the Galaxy Z Fold 8 and Z Flip 8, scheduled for release in the second half of the year.

To offset the declining profitability of its flagship devices, Samsung is expected to implement modest price increases for certain models within its mid-to-low-end Galaxy A series.

Samsung Electronics is set to officially unveil the Galaxy S26 series at its "Galaxy Unpacked" event in San Francisco on February 25, with a global launch following in March.