Samsung Electronics' 2026 spring flagship smartphones, the Galaxy S26/S26 Plus, are rumored to feature specifications similar to those of the previous generation. Analysts have revealed that this is related to the management style of TM Roh, head of Samsung's Mobile eXperience (MX) business, who has emphasized cost reduction. However, this strategy has not been received well by consumers.
Because of rising smartphone component costs, Roh has prioritized defending profitability. While aggressive cost-cutting measures in the past helped improve performance, there are also concerns that Samsung may lose users' trust.
Roh is regarded as a key figure in promoting enhanced AI features and strengthening the Galaxy ecosystem. Since taking over the MX division in 2021, Roh has focused on improving the profitability of the mobile business and adopted aggressive cost-reduction strategies to cope with challenges such as the post-COVID-19 economic downturn. During this process, Samsung expanded the proportion of original design manufacturing (ODM) for mid- and low-end smartphones and increased the use of China-made components.
However, as smartphone component prices continue to rise year by year, Samsung is facing challenges in maintaining price competitiveness while balancing profitability. Launched in January 2025, the Galaxy S25 strengthened AI features while maintaining the same price as its predecessor and achieved strong sales. However, this precedent has set high standards for subsequent products.
Aside from battery capacity, storage space, and the application processor (AP), there are no obvious differences in the Galaxy S26/S26 Plus specifications from the previous generation. The camera performance is the same, and the weight is reportedly 194g, an increase of 4g rather than a reduction. Some media have already issued preliminary negative reviews of the Galaxy S26, arguing that Samsung, as the world's leading smartphone manufacturer, has failed to demonstrate innovation as it did in the past. Android Authority has already deemed the Galaxy S26 as "the worst phone of 2026."
From South Korea's industry perspective, Samsung's lack of innovative upgrades in the Galaxy S26 is mainly because of rising smartphone component prices. Mobile device memory costs, such as low-power DRAM (LPDDR), have risen rapidly. Among mobile DRAM products, the price of 96Gb LPDDR5 has increased by more than 16% compared with the first quarter of 2025.
On the other hand, the flagship Galaxy S26 Ultra is expected to see significant upgrades to its camera specifications, further strengthening photography performance. According to PhoneArena, the Galaxy S26 Ultra's camera will feature improved lens coating technology, which can significantly reduce flare issues and deliver more accurate skin tone rendering.
Article edited by Joseph Tsai
