Samsung Galaxy S26: Why Isn’t Anyone Excited? | TechRadar

Samsung’s next major phone launch is rapidly approaching. The Galaxy S26 family is expected to debut at Galaxy Unpacked on February 25, 2026. However, despite the significance of this launch for one of the world’s leading smartphone manufacturers, consumer excitement appears to be surprisingly muted.

Recent polling data indicates a significant lack of enthusiasm for the upcoming devices. A TechRadar poll revealed that a substantial 70% of respondents expressed no excitement for the Galaxy S26 series. This sentiment stems from a perception that smartphone innovation has become incremental, with limited compelling upgrades anticipated in the next generation of Galaxy models.

This lack of buzz is prompting a critical question: what would reignite consumer interest in the Galaxy S26? Samsung appears to be focusing on software enhancements and artificial intelligence features – collectively branded as “Galaxy AI” – to differentiate its next flagship phones. However, the extent to which software alone can compensate for a perceived lack of hardware innovation remains to be seen.

One area where Samsung is actively teasing improvements is in camera technology. The company is showcasing advancements in low-light video performance and zoom capabilities for the S26 series. Teasers highlight the ability to capture detailed videos in near-darkness and to clearly zoom in on distant subjects. However, crucially, these improvements are expected to be driven primarily by software and image signal processing (ISP) enhancements, rather than significant changes to the camera hardware itself.

The expected Galaxy S26 lineup will consist of three models: the standard Galaxy S26, the Galaxy S26 Plus (featuring a triple-rear camera system), and the Galaxy S26 Ultra (equipped with a quad-camera setup). Despite the anticipated software-driven camera improvements, the core hardware – the lenses and sensors – are not expected to undergo major revisions.

Samsung’s strategy appears to rely heavily on the capabilities of its new Exynos 2600 chipset, which is rumored to include an improved imaging stack. This stack is expected to feature technologies like five-frame HDR fusion, 14-bit RAW capture, and native 8K 60 fps HDR10+ video recording. The question is whether these processing advancements can truly deliver a noticeable improvement in image quality and user experience without corresponding hardware upgrades.

The emphasis on software optimization is a notable shift, particularly as competitors are increasingly focusing on advancements in camera hardware. While AI-powered image processing is becoming commonplace across the Android ecosystem, other manufacturers are simultaneously investing in more ambitious camera stacks, including larger sensors and more sophisticated lens designs.

Beyond the camera, a new chipset is almost guaranteed for the Galaxy S26 range, but its impact on consumer excitement remains uncertain. Recent polls indicate that battery life is currently the most desired feature among TechRadar readers. Whether Samsung will address this demand with new battery technology or accessories remains to be seen.

Adding to the complexity, reports suggest that Samsung may have scaled back planned hardware upgrades in an effort to manage costs and avoid price increases. Leaks indicate that the company reduced investment in areas like larger batteries and the adoption of Qi2 wireless charging technology. This decision appears to be influenced by Apple’s strategy of maintaining stable pricing with the iPhone 17, as well as ongoing component shortages, particularly in memory.

Preliminary leaked pricing suggests that the Galaxy S26 and S26+ may see price increases in Europe, despite the reduced hardware upgrades. The base 256GB Galaxy S26 is rumored to start at €999, up from €959 for the comparable Galaxy S25. The Galaxy S26+ is expected to cost €1,269 for 256GB and €1,469 for 512GB. The base 256GB Galaxy S26 Ultra is expected to remain at €1,469, but the 512GB and 1TB models could see price increases to €1,669 and €1,969, respectively.

The combination of limited hardware upgrades, a focus on software enhancements, and potential price increases presents a significant challenge for Samsung. The company must effectively communicate the value proposition of the Galaxy S26 series to a skeptical consumer base and demonstrate that its software innovations can deliver a genuinely compelling user experience. The success of the launch will likely depend on whether Samsung can convince consumers that its approach represents a meaningful step forward, or simply another iterative update in a saturated smartphone market.