Samsung Galaxy S26 Ultra: A Rare Price Cut in an Era of Inflation?

Thursday, 29 January 2026 at 10:17

It feels like every time we refresh a tech feed lately, the news is just another "price adjustment"—which is usually just corporate-speak for "everything costs $100 more now." But the latest ripples coming out of the Samsung supply chain are, well, actually somewhat refreshing. If the rumors surfacing from retail leaks in Scandinavia and Europe hold water, the Galaxy S26 Ultra might actually launch at a lower price point than its predecessor.

I know, I’m as skeptical as you are. We’re living in a world where AI demand is driving memory prices through the roof, yet Samsung seems to be zigging while everyone else zags.

Key Points

Price Drop: The Galaxy S26 Ultra is tipped to launch roughly €100 cheaper than the S25 Ultra.
Base Storage Bump: Samsung has officially retired the 128GB model; all S26 phones now start at 256GB.
RAM Standardization: The base models are expected to feature 12GB of RAM to handle 2026's "Agentic AI" demands.
Margin Strategy: Samsung is reportedly "eating" rising component costs to stay competitive against Apple.
Pre-order Shift: Traditional "free storage double-ups" are likely being replaced by trade-in focused incentives.

The Death of the 128GB Base Model

The most obvious change in the S26 lineup is that Samsung is finally—mercifully—killing the 128GB tier. It’s 2026; a single 8K video or a handful of high-res "Agentic AI" photos can basically eat 128GB for breakfast. By standardizing 256GB as the base storage across the entire S26 series, Samsung is cleaning up a messy lineup.

The catch? The entry price for the standard Galaxy S26 is technically "going up" because you can no longer buy that cheaper, underpowered 128GB version. It’s a bit of a psychological trick. You’re paying more for the cheapest available phone, but you’re getting more for your money. Perhaps it’s a way for Samsung to force a premium image across the board, even if it stings the wallet of those who just wanted the absolute bare minimum entry point.

Why the Ultra is Getting a Haircut

The real headline here is the Ultra. Leaks suggest a price drop of roughly €100 (or about 1,000 kronor) compared to the S25 Ultra. On paper, this makes no sense. The S26 Ultra is expected to pack the new Snapdragon 8 Elite Gen 5 (or a 2nm Exynos 2600, depending on where you live) and a 6.9-inch M14 OLED panel.

So, why the discount? I suspect it’s a tactical "checkmate" against Apple. By lowering the barrier for their most expensive, high-margin phone, Samsung makes the Ultra look like a bargain compared to whatever titanium-clad monster Apple is cooking up. Plus, let’s be real—Samsung owns the memory factories. While other OEMs have to pay market rates for RAM, Samsung can effectively "eat" some of those costs internally to maintain a competitive edge.

The "Hidden" Cost of Cheaper Hardware

Don’t celebrate too early, though. If the hardware is cheaper, Samsung has to find that margin somewhere else. Early indicators suggest the era of "free storage upgrades" during pre-orders is effectively dead. If you want 512GB, you’re going to pay for 512GB.

Personally, I think this is a fair trade. I'd rather have a transparent, lower starting price on the best hardware than a bunch of convoluted pre-order "bonuses" that lose their value the moment the phone ships. It feels like a more honest way to sell a flagship, though I’ll miss the freebies.