During the "RAMageddon" crisis, the Galaxy S26 Ultra still sells well, why?

During the current terrible RAM price storm, but according to Counterpoint Research, the Galaxy S26 Ultra is the best-selling Android smartphone in the world, as of Q2/2026. The $1,300 phone doesn't look attractive compared to its predecessor and other competitors, but it sells well, strange isn't it?

I think, the reason for the success of the Galaxy S26 Ultra lies in two words: "know enough". This year's Galaxy S26 Series looks like a "refresh" compared to the Galaxy S25 Series, but it hits a very basic need of users: a stable and reliable phone. It's similar to what Apple is doing, there's no breakthrough but it sells loudly because people need stability, familiarity and practical, sufficient upgrades. The second point in my opinion is that the after-sales and renewal programs are attractive and users consider upgrading without having to spend a large amount of money, thus encouraging them to upgrade their devices. In terms of scale and customer support, in Vietnam alone, Samsung is doing the best. From now until the end of the year, it is likely that no other high-end Samsung phones will be released anymore. According to Counterpoint and IDC, in the current smartphone market, only foldable phones are growing quite steadily, while the rest are showing signs of slowing down. Looking at this year's Galaxy Z, in addition to the Z Fold8 with a new experience, aimed at consuming content and entertainment, both the Z Fold8 Ultra and Z Flip8 are light "refreshes" from last year, even the Galaxy S26 FE launched last week has almost nothing new. Therefore, the success of the Galaxy S26 Ultra may seem surprising, but looking closely at the market, it is a success that comes from steady progress.

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