This is not because the Galaxy S26 Ultra is a bad device, but rather because it seems to lack a truly standout strength capable of convincing users to reach for their wallets immediately.

The Galaxy S26 Ultra is expected to lead Samsung’s product lineup this year, serving as the brand’s technological emblem.

However, early leaks and initial user feedback have raised a worrying issue: the device appears to lack a clear USP - a unique selling point strong enough to drive purchase intent.

A recent survey partly reflects this sentiment, signaling real challenges ahead for a smartphone once considered Samsung’s ace in hand.

When users were asked what might persuade them to buy the Galaxy S26 Ultra, the most popular answer turned out to be surprisingly underwhelming.

The top pick, earning 141 votes out of 517, was the rumored security display feature, which could make on-screen content invisible from side angles.

Yet what stands out even more is that 28% of respondents said the current leaked features are simply not compelling enough for them to consider upgrading.

In other words, the number of people “not convinced” is even higher than those interested in the device’s most notable rumored feature.

Another group, accounting for 26%, said they would only consider the Galaxy S26 Ultra if the price does not increase from the previous generation.

Meanwhile, the new rear design and Qi2 charging support each received only modest interest, at around 7% of the votes.

Even more strikingly, AI - an area Samsung is investing heavily in - was the least convincing reason to upgrade, with just 6% of users viewing it as a meaningful motivation.

The fact that the Galaxy S26 Ultra does not offer a compelling enough reason to upgrade makes it easy for users to simply overlook it.

The Galaxy S25 Ultra was already an exceptionally complete smartphone, so incremental improvements in the new generation, while making the device “better,” may not feel meaningfully different.

In reality, the Galaxy S26 Ultra may be an excellent successor for those using the S22 Ultra or older models.

But for anyone currently holding an S24 Ultra or S25 Ultra, the defining question becomes: “Why should I change phones?”

The security display feature sounds intriguing, especially for privacy-focused users.

But it is unlikely to become a true “killer feature,” one strong enough to trigger a widespread upgrade wave.

In a market where consumers are increasingly cautious with each smartphone purchase, such situational improvements clearly do not carry enough weight.

Some observers believe Samsung may have taken a wrong turn by cutting features that once shaped the Ultra identity.

The optical 10x zoom - once a proud hallmark of the Galaxy S line - and the Bluetooth-enabled S Pen with remote gesture controls have been removed in recent generations.

The absence of these features in the Galaxy S26 Ultra eliminates potential opportunities to create a meaningful breakthrough.

Instead of building on what users already value and recognize, Samsung seems to be placing a heavy bet on fresh ideas that may not offer clear, practical benefits.

The Galaxy S26 series is expected to deliver new AI experiences, deeply integrated into the hardware.

However, market reality shows that AI is still not the primary driver of premium smartphone sales.

The strong performance of the iPhone 17 lineup, especially in China, demonstrates that users continue to prioritize core hardware factors such as camera quality, battery life, and overall performance.

Meanwhile, the Galaxy S26 Ultra does not receive a larger battery or a completely new camera sensor - upgrades that typically leave a stronger impression on mainstream buyers.

Even native Qi2 support, an element 7% of surveyed users were hoping for, has reportedly been dropped, further reducing the device’s appeal in the eyes of tech-savvy consumers.

A new phone does not need a revolutionary design or a dramatic overhaul to be attractive.

But it must offer at least one uniquely strong selling point - something clear enough to make users feel the upgrade is worth it.

That is precisely what the Galaxy S26 Ultra is lacking.

In an increasingly competitive market where buyers are more rational and deliberate, the absence of a standout USP could make this flagship a “safe but forgettable” choice - good, but not special enough to ignite strong demand.

And for a product carrying Samsung’s highest expectations, that is genuinely concerning.

Hai Phong