SAN FRANCISCO — Samsung is set to unveil its next generation of flagship smartphones, the Galaxy S26 series, at a “Galaxy Unpacked” event in San Francisco on February 25, 2026. While the previous Galaxy S25 debuted in January, the 2026 lineup arrives later, with devices expected to hit retail shelves in early-to-mid March.
In a move to maintain market share despite rising component costs, Samsung will reportedly freeze launch prices for the fourth consecutive year. The Galaxy S26 Ultra is expected to start at $1,299, while the base model will retain its $799 entry point.
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The decision to delay the launch until late February signals a strategic shift in Samsung’s release cycle. By hosting the event in San Francisco, Samsung continues its tradition of utilizing Bay Area venues to anchor its global product reveals.
The pricing strategy is particularly noteworthy given the “skyrocketing” cost of memory and hardware. While reports indicate Samsung sold its experimental Galaxy Z Tri-Fold at a loss, the company cannot afford a similar margin squeeze on its high-volume “headline” product, the S26 series. To sustain the $1,299 price ceiling for the Ultra model, Samsung will reportedly increase prices for its mid-range A-series devices to offset the manufacturing overhead of the flagships.
Regarding the consumer release date, historical data suggests a retail launch 14 to 16 days post-event. This places the most probable release on Friday, March 13, 2026, adhering to Samsung’s preference for Friday retail debuts. However, an accelerated launch on March 6 remains possible if the company prioritizes an “early March” window.
