SEOUL, Jan 20, 2026, 21:20 KST
- Samsung is exploring options to maintain the Galaxy S26 Ultra’s price close to today’s range, which may involve scaling back pre-order incentives, according to Korean media.
- A new leak reveals four launch colors, highlighting a purple “Ultraviolet” as the primary marketing focus.
- Soaring memory prices driven by AI server demand are squeezing smartphone makers’ margins and forcing them to rethink pricing strategies.
Samsung Electronics is mulling a reduction in launch promotions for the Galaxy S26 Ultra, aiming to hold the line on prices even as component costs climb, according to South Korea’s iNews24 on Tuesday. Inews24
The pricing debate is urgent as memory costs, a major expense in premium phones, have spiked. This jump comes as suppliers redirect capacity to AI servers, tightening supply and squeezing margins in consumer electronics. Macquarie noted in a report that these supply constraints and higher prices are hitting near-term demand—but it sees the impact as a delay rather than a drop.
SamMobile, referencing industry reports, revealed that smartphone makers are facing steep price hikes for RAM due to a shortage. This is driven by manufacturers focusing on high-bandwidth memory (HBM), used in AI accelerators, as well as server-grade DDR5 chips for data centres. Sammobile
iNews24 reported that Samsung’s upcoming Ultra model could hit U.S. shelves at $1,399. At the same time, the company aims to keep its highest domestic price under 2 million won. Samsung Electronics President Roh Tae-moon described the ongoing memory chip shortage as “an unprecedented situation” affecting every player in the industry, the report added.
Holding the headline price might come with hidden costs. iNews24 and SamMobile warn Samsung could dial back pre-order perks like the popular “double storage” upgrade seen in previous launches, or adjust trade-in offers to keep the actual selling price in check.
Leaks continue to trickle out about the phone’s launch colors. According to Tom’s Guide, a post from leaker IceUniverse revealed SIM tray images listing four shades: Black Shadow, White Shadow, “Galactial” Blue, and a purple “Ultraviolet” hue, which is tipped to be the “hero” color — Samsung’s main marketing focus. The orange option, however, might be scrapped. Tomsguide
Tom’s Guide noted the names lack the word “titanium,” sparking speculation that Samsung might change the Ultra’s frame material. There are also broader rumors about a slimmer design, plus faster charging speeds: 60-watt wired and 25-watt wireless. The next Galaxy Unpacked event is rumored for Feb. 25, but Samsung hasn’t officially confirmed the date.
Geeky Gadgets reported that the S26 Ultra might offer a 16GB RAM variant in additional markets. It also mentioned a new privacy-oriented display feature that limits side-angle viewing. On the camera front, expect wider apertures and a 24-megapixel shooting mode. Geeky Gadgets
The supply-chain crunch isn’t just hitting Samsung. Meritz Securities analyst Yang Seung-soo told iNews24 that even Apple is “struggling to secure key materials” amid the AI boom. This highlights how the race for components is spreading beyond data centres and into consumer gadgets.
Much of the detail is still up in the air. Memory prices might drop, letting Samsung maintain current pricing and promotions. But if they rise, Samsung could face tough choices between features, marketing, and final price. Leaks about colors and specs may also shift before the launch.
Samsung hasn’t revealed any specs or pricing for the Galaxy S26 series yet. Over the coming weeks, investors and consumers will watch closely to see if the company takes on more costs, passes them along, or quietly cuts back on launch promotions.
