Samsung will host Galaxy Unpacked on February 25 in San Francisco, with a livestream starting at 10:00 AM Pacific Time (9:00 PM Moscow time). The headline is clear: three phones — the Galaxy S26, S26+, and S26 Ultra — and, judging by the leaks, a show that will confirm what we already mostly know. That familiarity isn’t a flaw; it tells you where Samsung is choosing incremental refinement over dramatic reinvention.
What to expect on stage
The S26 Ultra is set up as Samsung’s showcase of raw performance and polished utility. The top-line hardware is straightforward: the Ultra will ship globally with the Snapdragon 8 Elite Gen 5 (from Qualcomm), while the S26 and S26+ will use the Exynos 2600 in some regions.
Memory and storage tiers are neat and purposeful — 16 GB RAM for the Ultra, 12 GB for the S26 and S26+, and storage at 256 GB, 512 GB and 1 TB (Samsung has removed the 128 GB option). The chassis is a premium-feeling 7.9 mm, 214 g package with a titanium frame and Gorilla Glass Armor 2, and the Ultra’s 6.9-inch Dynamic AMOLED display keeps a 120 Hz refresh rate.
The practical upgrades that matter
This year’s changes are about real-world usefulness more than spectacle. Charging finally jumps to 60W wired on the Ultra (45W for the S26 and S26+), while wireless charging stays at 25W. The battery remains at 5,000 mAh. A notable new feature is Privacy Display using Flex Magic Pixel technology — not a gimmick, but something frequent commuters and anyone worrying about shoulder surfing will actually use.
Camera hardware stays recognisably Samsung: 200 MP main, 50 MP ultra-wide, 50 MP 5x periscope and 12 MP 3x telephoto. The headline claim is improved processing courtesy of the new ISP in the Snapdragon 8 Elite Gen 5; whether that amounts to a meaningful night-photography leap will be judged in hands-on tests after March 11.
Software and Galaxy AI — where Samsung is leaning in
One UI 8.5 on Android 16 brings promised longevity: seven years of OS and security updates, which now stretches support into 2033. Samsung is positioning Galaxy AI as a selling point, with updated generative photo tools, smarter notification sorting and rumored ties to the Perplexity search chatbot.
The company has placed the Galaxy AI logo front and center in the invite for a reason — this launch is as much about software propositions as it is about silicon and glass. Expect AI features to be the deciding factor for buyers who value ongoing utility over raw specs.
Other hardware: buds and teasers
Unpacked will likely include the Galaxy Buds 4 and, possibly, a brief nod toward smart glasses — a collaboration hinted at between Samsung, Google and Warby Parker. Details on the Buds 4 are thin, but the market context is clear: Sony has set a high bar with the WF-1000XM6, and Samsung needs a credible response. Any smart-glasses glimpse would be a directional signal rather than a full product launch.
Pricing, pre-orders and availability
Leaks point to stable US pricing: S26 at $799, S26+ at $999, and the S26 Ultra starting from $1,299 for 256 GB (512 GB at $1,419 and 1 TB at $1,659). European pricing looks set to rise €50–100 versus last year. Pre-orders start February 26, with retail sales beginning March 11.
Samsung is already taking reservations on its website with a $30 credit and trade-in offers up to $900. Colour lines include Titanium Black, Silver Blue, White Silver and Pink Gold, plus online-exclusive Jade Green and Blue on Samsung.com. For buyers tracking parallel imports, expect a 10–15% premium in markets such as Russia.
Should you upgrade or buy last-gen at a discount?
This is where it divides opinion. The S26 Ultra refines the formula — faster chip, quicker charging, Privacy Display, and tighter AI features — but the camera hardware is evolutionary, not revolutionary. If your S25 Ultra is fast, shoots solid photos and the battery holds up, the case to upgrade is thin.
If faster charging, the reported AI toolbox and the global Snapdragon variant matter to you, the S26 Ultra is a sensible, premium step up. Meanwhile, S25 Ultra discounts after a successor announcement make it the best practical buy for most users who want flagship performance without paying the first-wave premium.
Samsung’s strategy here is deliberate: incremental improvements packaged as meaningful daily wins rather than headline-grabbing reinvention. If you want the latest chip and the newest software tricks, wait for the S26 series; if you want value and proven performance, the S25 Ultra on discount is still a very strong choice.
Tanu is a technology content writer at gemch.in who tracks smartphone launches, features, and pricing trends. She writes user-focused articles that explain what matters most in everyday smartphone use.