What you need to know
- Reports claim that the Galaxy S26 series has been shattering Samsung's sales expectations, as the company holds "Appreciation Events" and more.
- Sales for the Galaxy S26 have risen by "three times" the amount in recent history, and it's likely consumer fear over a pricier Galaxy S27 that's cultivated this boost.
- Samsung reported a major boost in Galaxy S26 popularity and production earlier this year, but with soaring DRAM and NAND prices, cost
We're caught at a midway point between the Galaxy S26 series and the upcoming Galaxy S27 series. These series are reportedly influencing one another, as fears mount over higher prices for Samsung's next wave.
Late this week, ETNews (Korean) reported that Samsung is experiencing another surge in Galaxy S26 sales (via SamMobile). The publication's sources claim that Samsung observed significant sales performance domestically and globally in June. What's more, the company reportedly held an "Appreciation Festival" for consumers. If a Galaxy S26 series device were purchased, consumers would receive a 20% refund "in Digital Onnuri Gift Certificates."
Another contributing factor is Samsung's website, alongside various "open markets," which have seen sales "three times" higher than before. As a result, Samsung is boosting its Galaxy S26 production to 1.5 million units over the previously planned 1 million units for July. A report by EInfoMax adds that domestic Galaxy S26 sales have surpassed 3 million units for Samsung in 117 days, shattering Galaxy S25 records (via GSMArena).
With everything going on with the phone market, it's been alleged that this growing demand for the Galaxy S26 is due to pricier Galaxy S27 concerns. The memory shortage is (of course) a primary contributor to these worries.
A changing market
The Galaxy S26 series' popularity was discussed a few times, leading to a production boost reported back in April. The spring saw Samsung boost its Galaxy S26 Ultra production by 200,000 units (1.5 mil total in April) and its base S26 model by 500,000 units. The Plus model was pulled back soon. Samsung knocked off roughly 100,000 units as the other two phones were more sought after.
We're not entirely sure what's going on with the Galaxy S27, but some rumors said it could be kept mild to avoid ridiculous pricing. Certain upgrades were allegedly being put on the back burner, such as the series' display and cameras. It's still early, and things can change. Soaring memory prices are affecting everyone. Companies are struggling to find ways to keep their profits without suffering a loss.
Recent research by Omdia suggests budget phones could take a hit, thanks to high DRAM and NAND prices. The market could see far fewer budget phones, as higher-priced devices give companies more leeway to make cost-conscious changes.
Android Central's Take
The Galaxy S26 series is a popular series for Samsung, coming off the back of the popular Galaxy S25. It goes without saying that the S26 Ultra is leading the charge by a mile, too. But the shift I'm seeing in how people are buying is a tell of the times. If the price of a phone is "more acceptable" right now, and we risk seeing those disappear in the future, why not buy now? Why not buy right now and see where the market takes us later? At least, right now, we're not "suffering" as much. This is all subjective, as we all have our limits on what we'd like to pay.
