Samsung Galaxy S26 Ultra: Release Date & Price Strategy Shift

Samsung will launch its Galaxy S26 series, including the flagship S26 Ultra, at an Unpacked event in San Francisco on February 25, 2026, the company confirmed today.

Pre-orders for the Galaxy S26, S26+ and S26 Ultra will open immediately following the event, with general availability slated for March 11, 2026. The launch event, scheduled for 1:00 PM EST (10:00 AM PT), will be live-streamed on Samsung’s official website, according to the company.

The Galaxy S26 Ultra is expected to be the centerpiece of the launch, featuring the Snapdragon 8 Elite Gen 5 processor and 16 GB of RAM. Samsung will similarly unveil the Galaxy Buds 4 series, including Buds 4 and Buds 4 Pro models, at the event.

Samsung is positioning the Galaxy S26 lineup as its most AI-focused smartphone series to date, emphasizing deeper integration of its Galaxy AI ecosystem. The company stated the new devices are “built to simplify everyday interactions” and integrate AI “seamlessly.” Improvements are anticipated in on-device intelligence, real-time assistance, and personalization across applications.

The S26 Ultra will offer configurations up to 16GB of RAM and 1TB of internal storage. While Samsung is not expected to dramatically alter the overall design language, refinements are anticipated. Expected display sizes have not been officially released.

The Unpacked event will include live demonstrations of the Galaxy S26 lineup’s features, and capabilities. Samsung has not yet detailed specific pre-order incentives beyond confirming their immediate availability after the event.