In a year marked by fierce competition and shifting market dynamics, Samsung Electronics has once again asserted its dominance in the global smartphone arena, setting the stage for its highly anticipated Galaxy S26 series launch. As the tech world turns its attention to San Francisco, where the Galaxy Unpacked 2026 event will be held on February 26, industry watchers are keenly observing how Samsung is navigating a landscape shaped by supply chain pressures, regulatory changes, and evolving consumer preferences.
According to reporting from DealSite, Samsung’s Mobile Experience (MX) division has secured a crucial supply of memory chips for the Galaxy S26 series, scheduled for release on February 26, 2026. In a strategic move, the initial batch of the S26 will feature DRAM supplied equally by Samsung’s own Device Solutions (DS) division and US-based Micron, each providing 50% of the memory components. This decision comes amid a global shortage of mobile DRAM and intense negotiations in the final quarter of 2025 to ensure a stable launch supply.
While the MX division managed to secure enough memory to avoid a launch-day crisis, it wasn’t all smooth sailing. Both DS and Micron have significantly raised the price of their LPDDR5X DRAM chips. Notably, DS doubled the price for Apple’s iPhone 17 series, and similar pricing pressure is expected to impact Samsung’s own mobile division. "Samsung Electronics MX division is producing the initial batch of the Galaxy S26 series with DS division and Micron's LPDDR5X each at a 50% share," a source familiar with internal company matters told DealSite. "At this point, there’s no concept of a ‘first vendor’ for the S26 initial production."
Historically, Samsung’s approach to memory sourcing has been dynamic. The previous Galaxy S25 series saw Micron supply all the DRAM for the first three months, as their chips outperformed Samsung’s DS division in terms of yield and performance at the time. However, as DS improved its product quality—addressing past issues like intermittent recalls—Samsung gradually rebalanced its sourcing. By the end of the S25 cycle, DS was providing 60% of the DRAM, with Micron supplying the remaining 40%.
For the S26, both DS and Micron are delivering LPDDR5X chips built on advanced 1b process technology. Micron, in particular, has introduced a version with a 15% improvement in circuit line width, enhancing productivity for the S26 batch. Yet, the real story is the pricing: both suppliers have set their rates below what they charge competitors, but still at a noticeable premium compared to previous contracts. According to industry insiders cited by DealSite, “The price increase for DS’s DRAM supplied to Apple was actually double, after Apple immediately accepted the initial 100% hike proposal during negotiations. Smartphone manufacturers are scrambling to secure inventory.”
This environment of rising component costs is forcing Samsung to make tough choices. The company plans to offset the financial burden by raising the retail price of the Galaxy S26 and by using its in-house Exynos 2600 application processor in about 30% of units, reducing reliance on pricier third-party chips. Still, analysts warn that “the sharp rise in memory prices is putting significant pressure on profit margins, and these measures may not be enough to fully relieve the strain.”
Samsung’s DS division, despite being under the same corporate roof as MX, is pushing for maximum profitability. Rather than locking in long-term supply contracts, DS is opting for quarterly agreements, allowing it to adjust prices more frequently. This aggressive stance isn’t unique to Samsung; Micron is also preparing to implement the steepest price hikes among the top three memory suppliers, leveraging its limited production capacity and strong external demand.
It’s not just Samsung feeling the heat. Apple, a major customer of Samsung’s DS division, recently agreed to pay double for LPDDR5X chips for its upcoming iPhone 17 series after holding urgent meetings with DS to secure its own supply for the first half of 2026. The high-stakes negotiation underscores the tightness of the global memory market and the lengths to which smartphone makers are going to ensure uninterrupted production.
As Samsung prepares to unveil the Galaxy S26 at the Galaxy Unpacked 2026 event in San Francisco, excitement is building—not just for the hardware, but also for the software innovations on display. Themed “The Next AI Phone Makes Your Life Easier,” the event will be streamed live on Samsung.com, the Samsung Newsroom, and the company’s YouTube channel, according to official press releases. Samsung has been teasing a host of enhancements throughout February, including advanced AI agent options and a beta program for its evolved Bixby voice assistant, all aimed at delivering a more seamless and intelligent user experience. The company also promises its “easiest ever creative experience” with new Galaxy camera features, and has rolled out 3D outdoor advertisements on landmarks worldwide to drum up anticipation.
The launch event will take place at 3 AM Korea Standard Time (KST) on February 26 (that’s 10 AM on February 25 in San Francisco). South Korean customers can pre-order the Galaxy S26 from February 27 through March 5, with the official release slated for March 11, 2026.
Meanwhile, the broader smartphone market is undergoing its own transformation. According to Digital Today, Europe’s smartphone shipments dipped slightly in 2025—down 1% to 134.2 million units—but the top brands actually expanded their market share. Samsung, leveraging its extensive lineup from affordable to flagship devices, shipped 46.6 million units and grew its share from 34% to 35%, cementing its lead. The Galaxy A56 was the continent’s best-selling single model, while the aggressively discounted Galaxy A16 and A36 5G also ranked among the top sellers. Even the flagship Galaxy S25 Ultra cracked the top ten, underscoring Samsung’s reach across price segments.
Apple, for its part, shipped 36.9 million iPhones in Europe—a 6% increase—thanks in large part to the continent’s new USB-C regulations, which prompted a surge in demand for newer models like the iPhone 16e and the high-end 16/17 Pro Max. Honor, the Chinese brand, broke into Europe’s top five for the first time, while Xiaomi held steady in third place with 16% market share, buoyed by its Redmi series. Motorola saw a 5% dip in shipments but maintained its overall share.
Looking ahead, Apple’s strategy may face hurdles: rumors suggest the iPhone 18 Pro lineup will launch in fall 2026, but the standard model’s debut could be pushed to early 2027, potentially limiting Apple’s ability to challenge Samsung’s dominance in the region. Moreover, Apple’s focus on profitability over ultra-low-cost models means Samsung’s grip on the budget segment remains firm.
Ultimately, 2025 was a year of pragmatic wins for all major players. Samsung’s ability to cover every corner of the market, from entry-level to flagship, has allowed it to weather supply shocks and price hikes, while Apple has capitalized on regulatory shifts and premium demand. As the curtain rises on the Galaxy S26, all eyes are on how these strategies will play out in the next chapter of the smartphone wars.