Samsung’s flagship portfolio maintained steady momentum in 2025 despite shifting supply dynamics and pricing pressures, according to Counterpoint Research’s Market Pulse service.
Samsung’s Galaxy S25 series recorded 5% higher sales
The Galaxy S25 series outperformed its predecessor by 5%, with the Galaxy S25 Ultra recording a 7% sales increase over the Galaxy S24 Ultra and securing a place among the Top 10 best-selling smartphone models globally by the end of 2025.
Although the lineup experienced a slower initial phase, cumulative sales from February through December surpassed those of the Galaxy S24 series during the same period. The Galaxy S25 Ultra also saw mid-cycle month-over-month growth in July and October, coinciding with strong demand for Samsung’s Galaxy Z7 foldables. This points to sustained consumer interest across both flagship slab and foldable form factors, with limited internal cannibalization.
Research Director Tarun Pathak said the continued “premiumization trend” in the global smartphone market was reflected in the Galaxy S25 series’ performance, particularly the Ultra variant. He indicated that Samsung is likely to focus on driving growth in the premium segment through promotions and financing options in key markets, while lower-priced tiers may face more immediate pressure from rising component costs.
Looking ahead with the upcoming Galaxy S26 series
The Galaxy S26 series launch on February 25 is expected to serve as a key early indicator of how 2026 smartphone pricing may evolve. A global memory supply crunch has already resulted in localized pricing adjustments, and the upcoming launch could signal how much of the additional memory cost will be passed on to consumers.
Senior Analyst Gerrit Schneemann noted that the global smartphone market showed “resilience” in 2025, growing 3% year-over-year, partly supported by continued demand for flagship devices. He suggested that Samsung’s upcoming global launch will be closely watched by both industry stakeholders and consumers for signals on 2026 pricing trends amid ongoing memory constraints.
Pricing strategy, memory configurations, and promotional structures will be closely monitored. While lower price segments are likely to feel the immediate impact of rising component costs, Samsung’s flagship positioning may influence broader OEM responses.
Samsung has also pre-announced enhancements to Bixby along with integration of Perplexity to strengthen its GenAI positioning. However, consumer research indicates that AI features have not yet emerged as a primary upgrade driver.
Outlook
With the smartphone market expanding 3% YoY in 2025 and premium demand remaining steady, Samsung’s next flagship launch is expected to offer early signals on pricing direction and competitive dynamics for 2026. The company’s ability to balance premium growth, promotional strategy, and component cost pressures will likely shape its trajectory in the year ahead.