Samsung's galaxy s26 ultra dominates early pre-orders in south korea

Samsung has confirmed the arrival of its Galaxy S26 lineup, with the S26 Ultra commanding significant attention. Initial pre-order figures from South Korea reveal a clear preference for the premium device, hinting at a strategic shift for the company.

The tech giant’s Galaxy Unpacked event last week heavily spotlighted the S26 Ultra, suggesting a calculated move to prioritize its advanced features over the more modest updates offered in the standard S26 and S26+ models. This strategy appears to have resonated with consumers.

Ultra popular: s26 ultra leads pre-order surge

The Galaxy S26 Ultra accounted for a remarkable 70 percent of the 1.35 million units pre-ordered in South Korea, a substantial increase compared to the S25 Ultra's pre-order numbers in the same region last year. This translates to nearly a million pre-orders for Samsung’s most expensive and feature-rich offering.

While the S26+ and base S26 models are experiencing slower uptake, the S26 Ultra's success could reshape Samsung's strategy for the year. Classic color choices like white and black are proving popular across the entire lineup, a trend that could translate globally, though it remains to be seen.

The S26 Ultra’s standout feature, the Privacy Display, appears to be a key driver. This, combined with a next-generation Galaxy AI and a powerful processor, positions the device as a strong contender for the best-selling Android phone of the year. However, the performance of the standard models warrants closer scrutiny as Samsung navigates a competitive market.

The S26 series has already surpassed the 1.3 million pre-orders of the Galaxy S25 series in South Korea, a notable achievement. Whether this momentum continues in other markets like the US and Europe will be a critical test of Samsung’s strategy. For now, the S26 Ultra’s performance suggests a bold gamble paying off – at least in its home market.