Samsung Electronics Co., Ltd. officially launched its Galaxy S26 series of smartphones at an event in San Francisco on Wednesday. The launch comes as the global industry grapples with a memory chip shortage crisis. Notably, two models in the new lineup have seen a price increase of $100 compared to their predecessors. The new generation focuses on enhanced artificial intelligence capabilities and real-world privacy protection, rather than major design overhauls.
The series includes the Galaxy S26 Ultra priced at $1,300, the Galaxy S26 Plus at $1,100, and the standard Galaxy S26 at $900. This pricing strategy directly positions the devices against Apple's iPhone 17 series. While the Ultra model's price remains unchanged from the previous version, the Plus and standard S26 models are each $100 more expensive than last year's equivalents. This price increase is partly attributed to the ongoing memory chip shortage. Samsung also introduced two new earbuds: the Galaxy Buds 4 Pro at $249 and the Galaxy Buds 4 at $179. Pre-orders for all new products begin immediately, with official sales starting on March 11.
The memory chip shortage is impacting the entire industry, driven by the rapid expansion of AI infrastructure. Against this backdrop, Samsung is highlighting upgraded AI features and a new privacy screen protector in its new models. A Counterpoint Research report from December indicated that due to the memory shortage, the average selling price of smartphones is projected to rise by 6.9% in 2026. Ben Wood, Chief Analyst at CCS Insight, stated that the chip shortage is "not a short-term issue." He noted, "We expect the global shortage of memory chips to persist until 2027, primarily driven by the rapid expansion of AI infrastructure, which is diverting capacity originally allocated for smartphones, PCs, and other consumer electronics."
The S26 series represents Samsung's third generation of "AI phones" since the S24 launch two years ago. According to the company, the new models feature faster processing chips than the previous generation and are equipped with AI tools that assist with tasks like photo editing and document scanning. Wood acknowledged that the S26 series takes "positive steps" in improving the usability of AI features but added, "I fear consumers will still question its tangible value at this moment." He specifically highlighted the S26 Ultra's "standout feature": a world-first privacy screen protector that limits side-angle visibility by controlling the light scattering angle of the pixels. CCS Insight research shows that memory prices for smartphones and other sectors have doubled over the past two quarters. Wood added that although memory manufacturers are investing in expanding production, the chip shortage is expected to last until 2027 or early 2028.
A Samsung spokesperson commented, "The rise in memory semiconductor prices is a global issue affecting the entire industry." The spokesperson added, "Leveraging strategic partnerships, Samsung is positioned to maintain a relative advantage in supply and will continue to respond flexibly to market changes, striving to minimize the impact on our business." Paolo Pescatore, TMT Analyst at PP Foresight, pointed out that smartphone manufacturers are diversifying their suppliers to mitigate the risks of the memory shortage. He stated that the memory crisis has evolved from a "niche supply chain topic" into a "strategic constraint on the path of AI development." Pescatore analyzed, "If memory costs remain high, Samsung will face a familiar dilemma: protect profit margins or protect market share."
**Pervasive AI Integration** Earlier this week, Samsung revealed that the Galaxy S26 would feature built-in support for Perplexity AI technology, allowing users to quickly access its AI assistant via the voice prompt "Hey Plex." A Perplexity spokesperson indicated the collaboration extends further, with Perplexity also providing enhanced support for the real-time web answers feature in Samsung's own Bixby assistant. Samsung stated that Bixby is now better at helping users adjust settings or find obscure features through natural conversation. Perplexity views this as the first collaboration of its kind, with Samsung embracing a multi-agent concept that grants AI platforms deep system access and integration with apps like Notes, Calendar, Gallery, Clock, and Reminders. Deeper integration into the Samsung Browser is planned for the coming months.
Meanwhile, Google's Gemini remains a significant presence in the S26 series. It serves not only as the default assistant, but Samsung also allows users to trigger automated app actions via voice commands, such as "Get me an Uber to San Francisco airport." Gemini will execute the request step-by-step, with users able to observe, intervene, or cancel at any point before the final ride is requested. Uber is currently the sole launch partner for this feature, with Samsung hoping companies like Instacart and DoorDash will join later. In a pre-launch interview, Sameer Samat, President of Google's Android Ecosystem, said Gemini's automated actions will be a key focus for Android 17 later this year. Google is currently collaborating with Samsung to offer an early preview in the US and South Korea. Google's "Circle to Search" feature has also been updated to support multi-selection and will debut on the S26 series before rolling out to Pixel phones.
Samsung is also attempting to enhance the utility of its "Now Brief" feature. This AI-driven feature, which displays relevant reminders and other information throughout the day, has seen lukewarm reception since its introduction. It can now extract data from app notifications and, combined with usage habits, provide a more accurate snapshot of the day's information on the lock screen. Notably, design and camera upgrades have taken a backseat to enhanced AI software features on the new phones. This strategy is somewhat risky, as many consumers tend to upgrade when new models offer substantial hardware changes. A case in point is Apple's record sales last quarter, which coincided with the launch of the iPhone 17 series featuring a refreshed design and new color options. Nonetheless, Samsung is attempting to prove it can convince users to upgrade even without significant aesthetic changes, a gamble on user willingness to refresh their devices.
**S26 Ultra: Privacy Screen Protector** The key hardware highlight of the premium Galaxy S26 Ultra is what Samsung calls the "Privacy Screen Protector." When activated, the 6.9-inch screen becomes difficult to read from the sides, top, or bottom. The effect is similar to using a third-party privacy screen protector, but Samsung has built this privacy measure directly into the screen by controlling the light emission angle of the pixels. Users can choose to have the privacy screen always on, or set it to activate automatically when specific apps involving sensitive data are opened. Another mode blocks only notifications and can be set to trigger automatically when entering a password or PIN. Since no additional film is needed, S26 Ultra users can fully benefit from the phone's anti-reflective screen, which demonstrated superior anti-glare performance compared to the iPhone 17 series in recent live demonstrations.
Similar to Apple's changes for its Pro models, Samsung has moved away from a titanium rail for the S26 Ultra, returning to an aluminum frame. This contributes to a reduction in weight, with Samsung calling it the lightest and thinnest Ultra model to date. For the camera system, the main and telephoto lenses remain at 200 megapixels and 50 megapixels respectively, but larger apertures allow for more light intake, potentially improving low-light performance. Samsung has also optimized the "Nightography" video mode to recognize the noise pattern of each lens and automatically remove it from dark footage. Regarding charging speed, the Ultra model supports 65W wired fast charging and 25W wireless fast charging. The internal vapor chamber has been upgraded for faster and more efficient heat dissipation. The signature S Pen stylist remains housed within the body but receives no new features this year.
**S26 Plus and S26: Playful Software** In contrast, the 6.7-inch S26 Plus and the 6.2-inch S26 are more modest updates. Both are powered by the Qualcomm Snapdragon 8 Elite Gen 5 chip and see no major camera hardware changes, but they introduce new playful software features. Within the Super Steady Video mode, a new "Horizon Lock" feature keeps the horizon level while recording, even if the user rotates the phone, mimicking a gimbal effect—an attractive feature for users seeking creative angles for social media. Similar to recent Google Pixel phones, Samsung has introduced natural language image editing for the S26 series. After taking a photo, users can simply describe desired changes or additions, and a generative AI tool will execute them. Additionally, the new models include call screening and scam detection during calls.
**Galaxy Buds 4 Pro: Catching Up to Competitors** The high-end Galaxy Buds 4 Pro aims to compete with Apple's AirPods Pro 3, while the lower-priced Galaxy Buds 4 competes with AirPods 4 and other similarly priced earbuds from rival brands. Both support active noise cancellation. Samsung states that the Buds 4 Pro offer deeper bass response and continue to support high-resolution wireless audio streaming, a feature not yet offered by Apple. However, for features like voice detection and answering/ending calls with a nod or shake of the head, Samsung is working to catch up to AirPods. For battery life, with active noise cancellation enabled, the Buds 4 Pro can last up to 6 hours on a single charge, or 7 hours with ANC off. With the charging case, total battery life reaches 26 hours or 30 hours, respectively, depending on ANC usage. Due to a smaller battery, the Buds 4 have slightly shorter playback times.
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