The calculation for purchasing a new smartphone has become more intricate for consumers, who face the expectation of a “cascading increase” in device values. This increase is driven by increasing pressure on the costs of semiconductors and other essential components. Faced with this scenario, the market is witnessing a real battle of intelligence over what would be the best decision: take advantage of the significant discounts on the Galaxy S26 series, launched at the beginning of this year, or bear the cost and wait for the launch of the innovative Galaxy S27 next year.
In response to this situation, Samsung Electronics launched the “Samsung Electronics Appreciation Festival with the People”. The initiative covers more than 1,000 points of sale, including physical stores and online channels, and continues until the 5th of next month. The campaign aims to give back to society for the advances in the semiconductor industry and support small entrepreneurs, offering a return of 20% of the purchase value in Onnuri digital gift cards, valid not only for household appliances, but also for smartphones.
Perception of the final price dropped dramatically as it became clear that the benefit could be accrued from carrier subsidies and other discounts on specific contracts. Customers who purchase a Galaxy S26 (256 GB) through a mobile operator receive a fixed refund of 235,000 won, while the Galaxy S26 Ultra (256 GB) guarantees 337,000 won. There are reports that at some distributors, the combination of official subsidies, additional company subsidies and Onnuri gift cards can reduce the purchase price to less than a few hundred thousand won.
Samsung discounts boost sales and activate the market
Consumers focused on cost-benefit, who seek a rational acquisition, are taking advantage of the opportunity. Many argue that, “with new product prices sure to rise next year, purchasing the Galaxy S26, which offers comparable performance to the latest high-end models, at this price is the smartest alternative right now.”
This sales strategy had a direct and positive impact on the market. Since the beginning of the event, the daily average of cell phone activations in the telecommunications sector has registered a growth of more than 30% compared to the previous period. According to Mobile Number Portability (MNP) data collected by operators, 104,542 new activations were recorded between June 8 and 11, when the Samsung Electronics Appreciation Festival began. This number represents an increase of 31.2% (24,860 cases) in relation to the 79,682 cases recorded in the four days immediately preceding the event, from June 3 to 6.
Expectations surrounding the launch of the Galaxy S27
On the other hand, the group of consumers who usually wait longer to change smartphones is showing patience, waiting for the arrival of the Galaxy S27 series, scheduled for the beginning of next year. This decision is based on the belief that, even with a likely price increase at launch, the significant performance improvements resulting from cutting-edge processors and the satisfaction of having an innovative product will compensate for the higher investment.
In this context, the technology community and the market have focused special attention on the Galaxy S27 Pro line (provisional name), which will supposedly be included in the Galaxy S27 series. It is speculated that this additional model will break with the current structure of three variants (Standard, Plus and Ultra), offering a new option to users.
The industry anticipates that the Galaxy S27 Pro will be developed in a more compact format, which fits comfortably in the hand, reducing size and weight. However, it is expected to maintain the powerful camera performance and hardware specifications of the Ultra models. This innovation promises to be an attractive alternative for consumers who seek cutting-edge features, but feel uncomfortable by the excessive volume and weight of larger models.
Expert advice for consumer choice
An industry expert advises that “given that the price increase for the next model is an inevitable reality due to rising component costs, the current discount promotion represents the ideal time to purchase the latest top-of-the-line model at a reasonable value.” He adds, however, that “if the consumer is willing to pay a higher cost to enjoy cutting-edge innovative technology for an extended period, waiting for next year’s launch is an equally sensible choice.”