January 6, 2026 A global memory shortage could soon translate into higher prices for Samsung’s flagship devices, including the upcoming Galaxy S26. According to the company’s co-CEO TM Roh, the company has been unable to escape tightening supplies of DRAM, a core component in smartphones and other electronics.
“As this situation is unprecedented, no company is immune to its impact,” Roh told Reuters. When asked directly about price increases, he stopped short of confirming them, but added that adjustments were “inevitable.”
The comments come as South Korean media reports suggest Samsung is actively weighing price hikes for its next flagship launch. According to sources cited by fnnews.com and The Financial News, Samsung may raise prices for the 256GB Galaxy S26 lineup in its home market by between 44,000 won and 88,000 won (roughly $40 and $60). The same reports indicate Samsung could attempt to hold prices steady in key markets such as the United States to remain competitive with Apple’s upcoming iPhone 17, even if margins take a hit.
Pricing strategy, however, appears to be market-specific. According to South Korean daily The Financial News, Samsung may raise prices in its home market while holding them steady in the United States, where it faces intense competition from Apple’s upcoming iPhone 17 lineup. Absorbing higher component costs in the U.S. could help Samsung defend market share, but would squeeze margins elsewhere.
Component inflation is not expected to ease soon. Data research firms anticipate up to a 40% increase in the cost of some essential parts by the second quarter of this year. Adding to the challenge, Samsung’s own semiconductor division is reportedly struggling to supply enough memory to its mobile unit, compounding internal pressure.
Analysts have been flagging this risk for months. In December, IDC warned that pressure on DRAM production could push smartphone prices up by as much as 6% to 8% this year in a worst-case scenario. Memory manufacturers have increasingly redirected capacity toward higher-margin products such as high-bandwidth memory for AI data centers, tightening supply for consumer devices.
Despite the headwinds, Samsung is doubling down on artificial intelligence. Roh said the company aims to more than double the number of mobile devices shipped with AI features to over 800 million units. “We will apply AI to all products, all functions, and all services as quickly as possible,” he said. That push spans smartphones and tablets powered by Google’s Gemini and Galaxy AI, and likely extends to newer categories such as wearables and the company’s upcoming Galaxy XR headset.
For now, Samsung is keeping its options open. A company representative told The Financial News that Galaxy S26 pricing “has not been finalized.” The flagship launch is expected in late February in San Francisco, with devices reaching stores in early March.
