Why the Galaxy S26 Got a Price Hike

On paper, the Samsung Galaxy S26 lineup seems like a pretty standard upgrade. The phones have received a new chip, some new AI features, slight bumps to the battery life and charging speeds (depending on your model), and even a fancy new gimmick in the Privacy Display. But once you add one of these new handsets to your cart, you’ll notice another detail that’s changed: Two of the Galaxy S26 phones cost $100 more than their Galaxy S25 counterparts did at launch last year.

We were all hoping it wouldn’t happen, but as AI demand makes components like storage, memory and even displays more expensive, the first major tech launch of the year has shown us that we can expect prices to increase in turn. This year, two models of the Galaxy S26 are $100 more expensive—but hey, at least your priciest options got out unscathed.

Why the Galaxy S26 costs $100 more

Maybe the most noticeable casualty in the S26 price hikes was the base model, which went from starting at $799 for the S25 to starting at $899 for the S26. That makes it pricier than an iPhone 17, but you do get a little something in exchange.

Essentially, this is less of a price increase, and more like paring down your options: To coincide with the new price, Samsung has also bumped up the S26’s base storage to 256GB (up from 128GB on the S25). That means Samsung has to produce fewer varieties for its base phone, which will likely help it deal with the ongoing components shortage, while keeping pricing stable for the most popular configurations.

I say “close,” because the 256GB S26 is still a bit more expensive than the 256GB S25. That phone costs $859, so whether the upgrade is worth an additional $40 depends on how much you care about a larger battery, a new chip, and a 0.1-inch larger display. Being the base phone, the S26 doesn’t have the flashiest additions over its predecessor, but it might have fared better than the non-Ultra S26.

The Galaxy S26+ costs as much as an iPhone 17 Pro

Perhaps the bigger victim in Samsung’s S26 price increases is the Galaxy S26+, which now starts at $1,099, up from $999 for the S25+. The price increase here is a bit harder to explain, as it didn’t get any bumps to its base storage to compensate. It still starts at 256GB of storage, still has a 6.7-inch screen, and still has the same 50MP/12MP/10MP rear camera system. The Privacy Display—the Ultra’s flashiest new feature—isn’t even included. The biggest on-paper upgrade is the new chip, the Snapdragon 8 Elite for Galaxy Gen 5.

That means upgrading will only net you slightly faster processing, plus early access to those new AI features that are Galaxy S26 and Pixel 10-exclusive…for now. The lack of distinct selling points emphasizes the awkward space these middle-of-the-road models currently occupy. For instance, you can get an iPhone 17 Pro for the same $1,099, and that will get you Apple’s best technology, minus the slightly larger display and battery on the iPhone 17 Pro Max. If Samsung is charging that much for a Plus model, maybe it makes sense that Apple ditched its own Plus version for the weirder (but unique) iPhone Air.

Granted, the S26+ is still a strong phone. That new chip is no slouch, and while the ultrawide and telephoto lenses are weaker here than on the 17 Pro, the main lens is actually slightly stronger, at 50MP versus 48MP. I wouldn’t be disappointed to get an S26+, but it might be difficult for an S25+ owner to find a reason to upgrade their current phone. It’s basically the same device, but $100 pricier.

The Galaxy S26 Ultra costs the same, probably because that’s the one Samsung wants you to buy

While it’s unclear why Samsung put the S26+ out without making a compelling case for it—the company didn’t even talk about it much during today’s Galaxy Unpacked event—I’d guess that is because the company would much prefer you upgrade to the Galaxy S26 Ultra. This is the model with the most exclusive features, offering the clearest upgrades over its last gen version. It’s also the only model that didn’t see a price hike.

The Galaxy S26 Ultra starts at $1,299, the same as the Galaxy S25 Ultra. But for that cost, you’ll now get a new chip, faster wired charging (up from 45W to 60W), the Privacy Display, and improved nighttime photos as well as access to the APV codec used in professional video shoots. That’s a good amount of upgrades over what the other models offer.

To me, that signals one thing: Samsung is willing to raise its barrier to entry, but is going to do its best to keep pricing for its flagship devices as attractive as possible for as long as possible. If you’re willing to buy the most expensive model, you can avoid a price hike, while also getting the biggest upgrades. Everyone else will have to pay more. I’m curious to see whether Apple will follow this trend when it drops the iPhone 18 later this year.