Galaxy S26 Ultra now costs more than the iPhone 18 Pro Max
Samsung has raised prices across the Galaxy S26 range, just ahead of the holiday shopping season. The base S26 Ultra now costs $1,400 in the US, up from $1,300, which puts it $100 above Apple's iPhone 18 Pro Max at $1,299. The UK and Europe are seeing increases too. If you were planning a Samsung flagship for Christmas, expect to pay more.
The new prices
The jump varies by model, reports Android Police. In the US:
- Galaxy S26: $999, up $100 from its February launch price and $200 above the S25. The 512GB version is now $1,199. - Galaxy S26 Plus: $1,199 for 256GB and $1,399 for 512GB, each up $100. - Galaxy S26 Ultra: $1,400 for 256GB, $1,599 for 512GB, and $1,999 for 1TB. The top model took the biggest hit at $200.
The cheaper Galaxy S26 FE appears untouched, still starting at $699.
The UK and Europe
British buyers get hit harder on the top models. Increases run from £80 to £330 depending on storage, according to SamMobile. The 1TB Ultra now costs £1,860, and the 256GB model is £1,360. In Europe, most variants have gone up by €100 or more.
Samsung is not alone in raising prices. The same trend showed up with the Galaxy Tab S12 range, which launches October 7 at £1,199 and up. Prices have also risen in South Korea and India, and last year's Galaxy S25 has gone up too.
Why memory matters
The cause is a shortage of DRAM (the working memory in a phone) and NAND (the flash chips that store your files). Demand for both has tightened supply, and phone makers are passing the cost on. Analysts see no sign of the shortage easing soon, so further rises are possible.
That also affects what comes next. Leaks about the Galaxy S27's RAM plans point to more memory in every model, which could keep costs up.
What to do
Retailers may soften the blow. Amazon UK was already selling one S26 Ultra configuration for £1,199 against a higher list price of £1,249, per the research brief's retail check, though discounts change often. Anyone who can wait should compare retailer deals and trade-in offers against Samsung's own store before buying. Anyone weighing the Ultra against the iPhone should know the usual price gap has flipped, at least in the US.
