Samsung’s unpacked event: ultra reigns supreme, others get overlooked

The Galaxy Unpacked event on February 25th delivered a clear message: the Galaxy S26 Ultra is the star of the show. While new features like Privacy Display were unveiled, the focus was overwhelmingly on the top-tier model, leaving its siblings feeling like afterthoughts.

Ultra dominates polls, preorders

A recent PhoneArena poll revealed a staggering preference for the Galaxy S26 Ultra, with 75.81% of respondents deeming it the most compelling model. This contrasts sharply with the 3.3% who chose the standard Galaxy S26. The Galaxy S26 Plus trailed behind at 5.38%.

The disparity isn't surprising. The S26 Ultra has become the darling of consumers, evidenced by record-breaking preorders in South Korea, where 70% of all orders are for the Ultra.

As my colleague Adrian pointed out, the Galaxy S26 Plus seems to exist in a gray area. It doesn't offer significant upgrades – battery, charging, cameras, or RAM – to justify its higher price point, especially with recent price increases across the S series. This leaves buyers struggling to understand its value proposition when compared to the more powerful Ultra.

The larger display of the S26 Plus might appeal to some, but it’s not enough to sway the market. Samsung clearly understands the demand for the Ultra’s premium features and is capitalizing on it. The rest are simply chasing its shadow.

The Galaxy S26 Ultra's dominance signals a shift in consumer priorities: a clear preference for ultimate performance and features, even if it comes at a premium. Samsung’s strategy is simple: cater to the masses who want the best, and let the rest follow.