Samsung makes critical pricing decision for Galaxy S26 after Apple’s iPhone 17 move, and it’s not what everyone was expecting

Samsung has decided not to raise the starting price of its Galaxy S26 lineup after Apple kept the iPhone 17 price the same. The company faced a tough choice because of the shortage of DRAM parts, higher costs for components, and new tariffs. But Samsung has now made its decision and will avoid increasing prices for now.

According to Android Police, Samsung will keep the Galaxy S26 at the same starting price as the Galaxy S25. The base model S26 will cost $799, while the S26+ will be $999 and the S26 Ultra will be $1,299. Samsung will accept a 10 to 15 percent cut in its profits to make this happen. However, the company will make up for this loss through its high profits from selling DRAM and NAND memory chips.

The unchanged prices will likely only apply to buyers in the United States. In South Korea, where Samsung is based, the company will probably raise prices because the Korean won currency has lost value. Europe and other Asian countries might also see price increases.

Apple’s strategy forced Samsung to hold the line on flagship pricing

If Samsung keeps these prices, it will be the fourth year in a row the company has not raised prices on its top phones. The report also says the price freeze will cover the Galaxy Z Fold 8 and Flip 8 foldable phones coming later in 2026. Samsung has been experimenting with unique features in its slim models to attract different types of buyers.

Apple’s choice to keep iPhone 17 prices the same likely pushed Samsung to do the same thing. With rumors that Apple will release its first foldable iPhone this year, Samsung cannot risk losing customers by raising prices.

However, Samsung will increase prices on its mid-range Galaxy A phones. These phones already have thin profit margins, so Samsung has no way to handle the big jump in component costs. The price increase will come without major improvements to the phones’ hardware. 

This means buyers will pay more money but get basically the same phone. While tech companies face mounting pressure over AI safety concerns, including disturbing ChatGPT interactions that went viral, Samsung’s pricing decisions reflect more traditional business challenges. Unfortunately, this pattern might become common for most phones launching in 2026.