New flagship smartphone features AI-powered tools and in-house Exynos chips as memory prices surge globally
SEOUL: Samsung Electronics has unveiled its latest flagship smartphone, the Samsung Galaxy S26, raising prices in key markets including the United States and South Korea amid soaring memory chip costs.
The company set the starting price of the Galaxy S26 in the U.S. at $899, about 4.7% higher than its predecessor. The S26 Plus is priced at $1,099, reflecting a roughly 10% increase, while the Ultra variant remains unchanged. In South Korea, the base model price has risen about 8.6%.
The launch comes as prices of dynamic random-access memory (DRAM) chips are projected to surge by as much as 90% to 95% in the first quarter, according to market tracker Trend Force, driven by strong demand for artificial intelligence infrastructure.
Samsung’s new lineup integrates advanced AI features, including Google’s Gemini AI system, Perplexity AI technology, and an upgraded Bixby assistant. Select S26 models also debut Samsung’s in-house Exynos processors, replacing Qualcomm Snapdragon chips used in previous versions.
The company aims to regain momentum after losing its top global smartphone sales position last year to Apple, buoyed by strong iPhone sales in China and India.
Sales of the Galaxy S26 series begin March 11.
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