Samsung Electronics is getting ready for the launch of a lifetime, the Galaxy S26 Ultra, on March 11, Forbes reported.

Now, with its most important product for 2026 set to debut, the marketing blitz and margin test are front and center.

Investors, retailers, and customers are eagerly anticipating the launch, which will take place at the Feb. 25 Unpacked event. The device will get into the hands of consumers on March 11, with preorders starting Feb. 26 through Mar. 4, and a special “pre-sale” window ending Mar. 10 in key markets such as South Korea.

The launch will hit on multiple levels, both for tech fans and investors. For investors, it will change the story about how much money Samsung Electronics will make in the near future, particularly as memory prices are high, AI-driven chip demand is rising, and competition from Apple (AAPL) and Chinese companies escalates.

Samsung debuts a sleek new device along with a quiet shift in strategy.

Photo by Bloomberg on Getty Images

Samsung keeps U.S. pricing flat, but at a cost

Leaks show that Samsung is sticking to its prices in the U.S.

• Galaxy S26 (base): $799
• Galaxy S26+: $999
• Galaxy S26 Ultra: $1,299

Those kinds of prices will not deter Samsung enthusiasts; the prices match last year’s Galaxy S25 prices, but it’s not business as usual.

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Executives say that memory and semiconductor price increases may force price hikes in Europe and Asia.

Han Jong-hee, co-CEO of Samsung, believes rising prices for parts, especially DRAM and NAND memory, may mean that some changes will need to be made down the line.

Samsung’s financial pressure mounts as AI boom drives costs up

Samsung’s mobile unit is facing a headache: margin compression.

• DRAM spot prices are up nearly 35% year over year, thanks to increasing demand from generative AI models and high-performance compute systems.
• Samsung’s memory unit had to shift storage space to meet AI data center requirements, raising NAND flash prices.

AI-related demand could absorb more than 60% of Samsung’s advanced memory supply in 2026, reducing cost flexibility for its consumer products including the Galaxy S line, according to TrendForce.

That makes it challenging for margins. The profit margin for smartphones is usually between 15% and 25%, far lower than memory’s margin, which is north of 40%. If Samsung takes on more expenses to keep prices the same, the impact will hit the bottom line.

Why Samsung accessories matter more than ever

This is more than a mere phone launch. Beyond the Galaxy S26 Ultra as a product, Samsung is mounting a defensive revenue strategy.

Consider the MagSafe-style wireless battery pack as an example. The new pack has a 5,000 mAh capacity, offers Qi2 charging, and costs $70. Apple’s $99 MagSafe Battery is directly in sight.

• Accessory gross margins? Often 30% to 50%, double those of phones.
• Ecosystem lock-in? Priceless.

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If Samsung can get one in five Ultra buyers to add the battery pack, we are in for a massive increase in average revenue per user and a softening of the hit from stagnant phone margins.

Now, this is more like Apple’s playbook. What Apple does best is monetize the hardware halo by making customers buy more “around” the product.

What the S26 Ultra launch means for Samsung investors

From a shareholder perspective, the Galaxy S26 launch will test several pressure points.

• Margin vs. Market Share: Samsung is holding the line as far as the Galaxy S26 launch, but risks near-term earnings pressure. Investors may become anxious if Samsung’s mobile operating margin drops below 10% in Q1 2026. Single fingers could spell significant backlash in the boardroom.
• Memory Unit Profitability: Samsung’s memory business, which is its most important part, is doing well because of AI. But moving wafer supply from consumers to AI reduces the amount of capital mobile requires right now.
• Ecosystem Monetization: Samsung may make money from hardware sales and even more by selling accessories. This is also important for retaining customers, particularly now that Apple is tightening its iOS environment. If Samsung can grow non-phone hardware revenue by 10%+ this year, that’s a win.

The stakes are higher than the price tag

Samsung is facing significant financial challenges with the Galaxy S26 Ultra.

• Keep flagship pricing flat to stay competitive.
• Absorb rising costs or raise prices regionally.
• Sell more high-margin accessories to offset thin margins.

Apple is already entrenched when it comes to the American consumer, and Xiaomi and Honor are grabbing attention and market share in Asia and Europe. In such a situation, Samsung’s ability to protect its premium turf comes with direct financial consequences.

The Galaxy S26 Ultra is ultimately a proxy for how Samsung navigates global cost pressures, ecosystem battles, and the shifting economics of the smartphone business.

Will Samsung come out a winner or fold under pricing pressure? That, for me, is the bigger question as the March 11 date looms large.

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