You expect the Galaxy S26 Ultra to cost the same – and Samsung should take the hint

I’m fully with you on this. Paying $1,299 for a smartphone – even one of the best flagship phones on the market – is already a big ask. That price point puts the Galaxy Ultra in a space where expectations are sky-high. If Samsung doesn’t bring meaningful improvements this year, raising the price would only work against it. At that point, it’s not just about value perception – it’s about giving users a reason not to look elsewhere.

And that’s the real problem Samsung could face. The Android market is more competitive than ever, and there are already flagship phones offering stronger hardware for less money. Without noticeable upgrades, a price hike would feel hard to justify, especially when rivals are pushing boundaries faster.

Take Xiaomi, for example. The Xiaomi 17 Pro Max is shaping up to be a direct Android competitor to the Galaxy S26 Ultra. And this phone features a much larger battery and significantly faster charging – two areas where Samsung has been playing it surprisingly (and annoyingly) safe. And despite offering more aggressive hardware, Xiaomi still manages to undercut Samsung on price, which only makes Samsung’s conservative approach stand out even more.

Now, if Samsung finally decides to embrace some long-overdue upgrades, a higher price might start to make more sense. A good example would be switching to silicon-carbon battery tech, something brands like OnePlus have already adopted. The OnePlus 15, with its huge 7,300mAh battery, shows what’s possible when companies stop holding back. If Samsung followed that route, users who expect a price increase might at least feel like they are getting something tangible in return.

The same goes for charging speeds. Faster wired charging – or meaningful wireless charging improvements – would instantly make the Galaxy S26 Ultra feel more competitive. Even adding something bold and different, like the secondary rear display found on the Xiaomi 17 Pro Max, could help Samsung bring back that “wow” factor. It doesn’t have to be gimmicky, but it does have to feel new and genuinely useful.

What wouldn’t go over well, though, is a price hike driven purely by external factors like inflation or rising component costs. If Samsung raises prices without improving the user experience in a noticeable way, frustration is almost guaranteed. At that point, many buyers might start questioning why they should pay more for a phone that doesn’t clearly move the needle – and some may decide to look elsewhere for their next flagship.

That’s why, when you really break it down, launching the Galaxy S26 Ultra at the same $1,299 price as the Galaxy S25 Ultra feels like the smartest move. Still, there’s a catch.

Some rumors suggest a potential price increase due to ongoing issues with RAM pricing, which has reportedly been causing headaches across the industry. On the flip side, there are also claims that Samsung could pull off what feels like a small miracle and keep prices steady despite today’s volatile market.

It wouldn’t be unprecedented. Apple managed to do it with the iPhone 17 series, and OnePlus held the line with the OnePlus 15. If they can absorb rising costs without passing them directly onto consumers, Samsung should be able to do the same.

But if a price hike does end up happening, then Samsung really needs to earn it. A bigger battery, faster charging, or a standout new feature that genuinely adds value could go a long way in making a higher price easier to swallow. Give users something exciting, something different, and something that feels worthy of the Ultra name.

So if Samsung does charge more, the real question becomes this: what would actually justify it for you?