Samsung just made a quiet but significant move: its top flagship now costs more than Apple's equivalent model. The Korean manufacturer has applied a second round of price increases across the Galaxy S26 lineup, pushing the Ultra past the iPhone 18 Pro Max on sticker price. The trigger? Ongoing DRAM and NAND supply constraints that show no sign of easing.
This matters for anyone choosing between Android and iOS this holiday season. Apple absorbed some of the component pressure; Samsung passed more of it to buyers. Here's what changed, why, and what it means for your next phone.
Key facts
- Base Galaxy S26 now costs $999, a $200 jump from the S25's $899 launch price
- Galaxy S26 Plus starts at $1,199 for 256GB, $1,399 for 512GB
- Galaxy S26 Ultra begins at $1,399, up from $1,299; 512GB reaches $1,599
- Top-tier 1TB Ultra model hit $1,999 after a $200 increase
- IPhone 18 Pro Max starts at $1,299, making Samsung's flagship $100 more expensive
- Galaxy S26 FE remains unchanged at $699
- Third-party retailers still show older pricing; Samsung's own store reflects new MSRP
What changed and why
Samsung launched the Galaxy S26 series in late February 2026 with prices $100 higher than the previous generation. Ahead of the US holiday season, the company applied a second wave of increases across most flagship tiers.
The entry-level Galaxy S26 now starts at $999. That represents a $200 leap from the S25's $899 launch price—in one generation, Samsung's entry flagship jumped $200. The 512GB version sits at $1,199 after a $100 bump.
The Plus model follows a similar pattern: $1,199 for 256GB, $1,399 for 512GB, both $100 more than before.
The Ultra bears the steepest increases. Its 256GB tier now costs $1,399, the 512GB variant $1,599, and the 1TB model reached $1,999 after climbing $200.
Samsung also raised Galaxy S25 prices in some markets and adjusted pricing in South Korea and India. Currently, only Samsung's online store reflects the updated figures. Amazon and Best Buy still carry older MSRP.
Why this matters for you
For years, Samsung's Ultra line competed feature-for-feature with Apple's Pro Max while often matching or undercutting price. That balance has shifted.
Apple absorbed more of the component cost pressure, raising its flagship by only $100. Samsung passed larger increases to buyers. Does that mean Apple wins on value? Not automatically.
The S26 Ultra still offers the S Pen, a lighter build (214g versus 249g), and Samsung's Privacy Display that physically narrows the viewing angle—useful if you check messages on packed trains. For professionals who take handwritten notes or work in public spaces, those are concrete workflow advantages.
But if you're comparing budgets or equipping a team, the $100 difference compounds. And with shortages expected to persist, this holiday season may be your last chance to find these phones at anything close to current prices on third-party sites.
A worked example
Say you're equipping a three-person product team with phones. Your budget assumed both brands would be roughly equivalent. With the S26 Ultra now at $1,399 and the iPhone 18 Pro Max at $1,299, you're looking at a $300 gap across three units. That might push one or two people toward iPhone—or force a conversation about whether the S Pen and lighter weight actually get used by the people who would carry them.
What to watch next
The DRAM and NAND shortage shows no signs of easing. If you're considering a Galaxy S26, check third-party retailers now—if Amazon and Best Buy catch up to Samsung's store pricing, the window closes. Watch for Apple's next move too: if component costs stay elevated, a third price cycle could hit both lines in early 2027.
Key takeaways
- Galaxy S26 Ultra now starts at $1,399, making it $100 more expensive than iPhone 18 Pro Max
- All storage tiers saw increases, with the 1TB model jumping $200 to $1,999
- Samsung's online store reflects new pricing; third-party retailers still list original MSRP
- Apple raised its flagship by only $100 despite facing the same component shortages
- Galaxy S26 FE remains the most affordable option at $699
Frequently asked questions
When did Samsung raise Galaxy S26 prices?
Samsung raised prices ahead of the 2026 holiday season in the US, applying increases across all storage tiers of the Galaxy S26, S26 Plus, and S26 Ultra. The first price increase came at launch in February 2026.
How much does the iPhone 18 Pro Max cost compared to the Galaxy S26 Ultra?
The iPhone 18 Pro Max starts at $1,299, while the Galaxy S26 Ultra now starts at $1,399 for the base 256GB model. The 512GB S26 Ultra costs $1,599 and the 1TB model reaches $1,999.
Is the Galaxy S26 FE affected by these price changes?
No, Samsung kept the Galaxy S26 FE at its original price of $699, making it the most affordable option in the lineup and the only model not affected by the recent increases.
Where can I still buy Galaxy S26 phones at the original prices?
Amazon and retailers like Best Buy and Walmart still list the original MSRP for Galaxy S26 models. Samsung's own online store has already updated to reflect the new higher prices.
What is causing these price increases?
DRAM and NAND pricing pressures are the primary driver. Samsung cited the ongoing component shortage as the reason for the increases. Apple faced the same pressures but chose to raise prices by only $100.
Inspired by reporting from: androidpolice.com, engadget.com, memeburn.com