Why Samsung is struggling to price the Galaxy S26 lineup

South Korean sources report that Samsung is struggling to set pricing for its upcoming Galaxy S26 lineup. Inside the company, discussions have turned intense as the cost of key components rises and divisions disagree on the path forward.

The flashpoint is a sharp jump in memory prices. Driven by the AI boom, major manufacturers are snapping up high-performance memory chips, creating shortages and pushing up prices for mobile components. Analysts expect those memory costs to climb another 30–40% in 2026.

Another strain comes from Samsung’s plan to use two types of processors in the Galaxy S26 series. Its in-house Exynos chips have lost competitiveness in recent years, so the company is leaning more on Qualcomm’s pricier solutions. Meanwhile, OLED displays and camera modules are also getting more expensive, further inflating the bill of materials.

In the past, Samsung could afford to experiment on pricing—selling showpiece devices like the Galaxy Z TriFold even below cost to showcase its technology. That playbook doesn’t fit the Galaxy S26: this is a core flagship line and a key profit driver.

According to sources, that is why the internal debate is so fraught: the company must decide whether to raise consumer prices or find savings that do not erode quality. With costs mounting on multiple fronts, neither option looks painless, and pressure on the final sticker price is hard to ignore.