Samsung Electronics has officially announced its next Galaxy Unpacked event, scheduled for February 25, 2026, in San Francisco. Themed “The Next AI Phone,” the showcase will debut the highly anticipated Galaxy S26 series, comprising the standard S26, the S26+, and the flagship S26 Ultra. Global audiences can stream the event live on Samsung.com and YouTube starting at 10 a.m. PT / 1 p.m. ET.
This year, Samsung is shifting from mere AI features to a “personal and adaptive” intelligence layer. The new Galaxy AI is designed to feel seamlessly integrated from the moment the device is in hand, aiming to remove daily friction in productivity, photography, and system-level interactions.
Pricing Adjustments and Incentive Cuts
Early indicators suggest a more conservative approach to consumer incentives. Reports highlight that the standard reservation credit has been reduced to $30, down from the previous $50. Furthermore, maximum trade-in values are currently capped at **$900**, a significant drop from the $1,250 ceiling seen during the S25 launch. Industry experts point to the global memory chip shortage as the primary driver for these “austerity” measures, which are also expected to end the long-standing “free double-storage” pre-order promotion.
Hardware and Performance Outlook
The flagship S26 Ultra is expected to lead the lineup with a 6.9-inch 10-bit OLED display featuring a new software-controlled Privacy Display layer to protect on-screen data in public spaces. Performance-wise, North American models will likely feature the Snapdragon 8 Elite Gen 5 chipset, while European variants are tipped to carry the Exynos 2600. Charging speeds for the Ultra model are finally expected to jump to 60W wired, addressing a major user demand.
Early Reservations and Rewards
Reservations are now open on Samsung’s official site. Beyond the $30 credit, early registrants in the US are entered for a chance to win a $5,000 gift card. As the February 25 event approaches, the Galaxy S26 series stands as a pivotal release, testing whether “personalized AI” can justify a tighter market for consumer deals.
