Rather than introducing breakthrough features across the lineup, the South Korean tech giant appears to be taking a controversial route: intentionally holding back the standard Galaxy S26 and S26+ to let the Galaxy S26 Ultra stand out.

The S26 Ultra shines - but at what cost?

The Galaxy S26 Ultra is expected to be Samsung’s most compelling flagship in 2026.

But not because it leapfrogs the competition.

Rather, it seems Samsung is weakening its other models just enough so that the Ultra remains unchallenged - even within its own lineup.

Rumored upgrades to the Galaxy S26 are few: a slightly larger 6.3-inch screen, a new processor, a base storage increase to 256GB, and a bigger 4,300mAh battery.

It may also be thinner - yet heavier - than its predecessor.

While these tweaks sound decent, they fall short of expectations for a next-generation release.

Meanwhile, the Galaxy S26+ is even less impressive.

Leaks suggest it will only get a new chip and possibly a slight weight gain - with virtually no other meaningful upgrades.

S26 Ultra is better, but not revolutionary

Compared to its two siblings, the S26 Ultra is the clear “winner” of the S26 family.

According to PhoneArena, the Ultra is expected to feature superior display materials, new privacy screen tech, a more powerful chip, faster wired and wireless charging, a sleeker design, AI-driven features, and enhanced camera hardware.

However, here’s the catch: even against the Galaxy S25 Ultra, the new S26 Ultra doesn’t offer a dramatic leap.

Since the S25 Ultra itself was only a modest upgrade, the incremental improvements in the S26 Ultra risk rendering it unremarkable - especially in a global flagship race heating up with innovations from Apple and Chinese rivals.

In this context, Samsung’s decision to offer minimal changes could backfire, pushing high-end users toward more ambitious competitors.

The S26 Ultra may only appeal to loyalists who are deeply embedded in the Samsung or Android ecosystems.

Ironically, the very mediocrity of the S26 and S26+ makes the Ultra look better - while also exposing the imbalance in Samsung’s strategy.

Is the Galaxy S26 worth skipping?

Sources claim Samsung had initially planned to upgrade the cameras on the standard S26 models, but cost pressures forced a last-minute shift.

The real concern?

Despite being only minor upgrades, the Galaxy S26 series is still expected to launch at a higher price than the S25.

Popular tech insider Ice Universe argues that Samsung is “losing its way” by prioritizing profit over specs and user experience.

To be fair, the Galaxy S25 remains one of the best smartphones on the market. And even modest updates could still outperform many rivals.

But if Samsung continues to drip-feed improvements, the brand risks losing relevance in the premium segment - where users expect significant value for every dollar.

In the high-stakes flagship arena of 2026, deliberately weakening two models to make one shine could be a double-edged sword.

Samsung now faces a critical challenge: maintaining consumer trust while justifying its pricing - and its vision.

Hai Phong