Will the S26 series be Samsung’s savior from the Global Memory Crisis?
IDC x AC
This is a special column featuring expert commentators International Data Corporation (IDC)who provide information on the latest products, news, and more.
The launch of Samsung’s Galaxy S26 comes at an important time, making it one of the most important Galaxy launches to date. Not because of any major design or hardware updates, but because it comes at a critical time when the industry is facing an unprecedented memory crisis.
All eyes are on Samsung, everyone is wondering how Samsung plans to handle this problem. The launch of the Galaxy S26 will set the stage for the company’s strategy in 2026 and aims to send a strong message to the industry that Samsung is up to the challenge and will come out on top.
The launch of the Galaxy S26 will demonstrate Samsung’s strength in premium, innovation and its undeniable leadership in on-device AI, pushing the envelope. We expect that Samsung will show the most sophisticated use cases of how Galaxy AI can simplify your daily life, with smart notification shortcuts, efficient and simple photo editing tools and improved communication translation features.
More importantly, Samsung will push the pedal on the existing Galaxy AI features and take it to the next level, with Agentic AI, which will likely include deep integration with Perplexity AI, marking a significant change in Samsung’s AI strategy. Samsung revealed during its lead last month that it plans to introduce more Agentic AI capabilities this year, and there’s no better launch pad than its Galaxy S26 series.
But what devices can we expect from this year’s launch? The Galaxy S26 lineup will only include the S26, S26 Plus, and S26 Ultra, and Samsung may drop the Edge model. Earlier rumors suggested that the brand might replace the Plus with the Edge, but the 2025 numbers made that unlikely.
Edge shipments in 2025 were far behind the Plus: the S25 Edge accounted for only 4% of the total S series units (excluding the S25 FE), while IDC data for 2025 shows the S26 Plus at 16% of the order. Since the launch of the S25 Edge in May last year, there is still a chance that Samsung could bring the S26 Edge later in the year.
In terms of hardware improvements, three key improvements stand out in the S26 series. First is the switch to the Snapdragon 8 Elite Gen 5 or the Exynos 2600, depending on the region, both of which are paired with 12GB of RAM. This should bring stronger performance, better on-device AI, and improved power efficiency.
The second improvement you will see will be the display and design changes. The S26 is expected to step up to a 6.3-inch Dynamic AMOLED panel with a 120Hz refresh rate, a brighter screen, and privacy features with AI powers to help reduce shoulder scrolling.
The third major upgrade will be to the cameras and battery life, which reportedly has a new 50MP main sensor, improved ultrawide and telephoto lenses, a larger 4300mAh battery, and 45W fast wired charging.
From a day-to-day user perspective, the most noticeable changes will come from the minimal design and updated color options.
Samsung has been paying close attention to color trends, especially the bright palettes that Apple relies on for its highly successful iPhone 17 series, and is expected to respond with a variety of colors this year.
As for slimness, Samsung has already proven itself with the success of the slim Z Fold 7, so improving the slimness of the S26 system feels like the next natural step.
While the upcoming Galaxy S26 lineup will undoubtedly bring its share of headline-grabbing features and specs, the big question dominating consumer curiosity and industry talk is more important: the price.
With the global memory shortage worsening and memory prices rising at a rapid pace, higher BOM costs have increased the pressure on all OEMs.
Low-end Android products, operating at razor-thin limits, will be hit hard, leaving many of them with no choice but to raise prices, and Samsung knows it.
With flagship devices priced over $1,000, Samsung is able to absorb the extra cost. Sticking to your pricing, when many Android competitors are raising prices, will help Samsung gain consumer favor.
On the other hand, premium buyers are generally price sensitive, so even modest price increases are unlikely to reduce demand while maintaining margins.
So what will Samsung do?
IDC expects Samsung to raise the prices of the S26 series in the range $50 to $100 from the launch price of the S25 series. Considering that most flagship purchases are made through monthly installment plans, the real-world impact on the consumer will be minimal and will not reduce demand.
And, smartly this move will allow Samsung to hold prices where it matters most: in its low to mid-range devices. By raising the starting price on the S26, Samsung can keep the A‑series priced aggressively and take advantage of the opportunity to gain share as other Android devices witness price increases.
Whatever Samsung decides on pricing, 2026 will be an important year for Samsung. The memory crisis is set to reshape the competitive landscape, and among the world’s Android OEMs, Samsung is well-positioned to use its scale, supply-chain strength, and broad portfolio to take advantage.
With a well-thought-out strategy for the S26 series, Samsung can build on the momentum of the S25 series, which recorded 9% year-on-year growth in unit shipments in 2025 compared to the S24 series, and turn this period of disruption into a profitable opportunity.
About IDC
IDC is the world’s leading provider of technology research, information, and events. With a network of more than 1,000 analysts in more than 100 countries, IDC delivers trusted intelligence on technology markets, trends, and opportunities to help businesses and IT leaders make informed decisions. Read more today at IDC.com.
