Samsung is preparing to introduce its upcoming Galaxy S26 series later than usual, with plans to unveil the lineup on February 25, 2026, in San Francisco, according to South Korean outlet Money Today.
This marks a strategic shift from the company’s long-standing schedule. Traditionally, Samsung launches its flagship Galaxy S series by late January, with global sales beginning in early February. However, this year the tech giant has opted for a few extra weeks to align with its growing focus on artificial intelligence (AI).
AI-driven strategy
A Samsung official described San Francisco as “the hub of artificial intelligence,” highlighting the company’s intent to synchronize its product strategy with global AI trends. The decision to move the event from San Jose to San Francisco underscores Samsung’s ambition to place its flagship phones at the heart of the AI revolution.
Samsung’s Galaxy AI suite, first introduced with the Galaxy S24 series, included features like live translation, note summarization, and intelligent photo editing. While these were seen as significant advancements, experts say Samsung still trails behind competitors such as Google’s Gemini. The upcoming S26 event is expected to bridge that gap by introducing more advanced AI features.
What to expect from the Galaxy S26 lineup
Although Samsung has yet to officially confirm details, reports suggest the lineup will include three models: Galaxy S26, S26 Plus, and S26 Ultra. The Ultra model is expected to retain the S Pen and deliver enhanced camera performance, stronger processing power, and improved AI capabilities.
Earlier rumors suggested additional models Galaxy S26 Pro and S26 Edge but these plans have reportedly been delayed or shelved. Sources indicate that the Edge model might debut later in 2026 or in the following release cycle, similar to the S25 Edge’s timeline.
While fans of the Edge design may be disappointed, analysts believe Samsung’s current focus is on strengthening its AI ecosystem and refining the overall user experience rather than expanding device categories.
A turning point for Samsung’s flagship strategy
If reports prove accurate, the Galaxy S26 launch could mark a turning point in Samsung’s flagship approach, an era where AI becomes central to both design and marketing. The timing and location of the event suggest the company is determined to reassert itself as a key global player in the AI-driven mobile landscape, merging cutting-edge hardware with intelligent software.
With only a few months left until the February 25 Unpacked event, tech enthusiasts and analysts alike are eagerly waiting to see how Samsung plans to redefine the smartphone experience in the age of artificial intelligence.
