Samsung Quietly Raises Prices on Seven-Month-Old Galaxy S26 Phones
Samsung has increased prices on its Galaxy S26, S26+, and S26 Ultra flagship smartphones by £80/$100 each without public announcement, making the S26 Ultra cost at least £1,360/$1,400 despite being seven months old. The company justified the increase by citing global RAM shortages, but the article argues this does not excuse raising prices on existing phones rather than just new models. The stealth nature of the price hike, combined with consumer expectations for discounts on older devices, has drawn criticism.
Samsung's decision affects its entire flagship lineup, with the base S26 model now reaching £960/$1,000 and the premium Ultra variant hitting at least £1,360/$1,400. The company attributed the increases to a global RAM shortage impacting component costs across the industry. Samsung's devices division reportedly lost approximately £449 million/$593 million in Q2 2026, despite the parent company posting record-high overall revenue and operating profits exceeding £50 billion/$66 billion during the same period.
The pricing strategy departs from typical market cycles where older devices receive discounts rather than increases. Other manufacturers, including Apple, have similarly raised prices on existing models in 2026, though Apple waited a full year post-launch before implementing increases on the iPhone 17, allowing consumers more time to purchase at original pricing.
This pricing approach could frustrate consumers planning to purchase flagship devices at any point in a phone's lifecycle, as traditional discount expectations no longer apply. It may disadvantage budget-conscious buyers and those waiting for price adjustments on older models. The widespread adoption of mid-cycle price increases across major manufacturers could reshape consumer purchasing behavior, potentially driving shoppers toward older generation devices, budget alternatives, or competing brands. Long-term loyalty to premium smartphone brands may weaken if customers perceive pricing practices as exploitative.