Prices of new Samsung Galaxy to rise by up to 20% in Thailand

Rising memory component costs have pushed up launch prices for Samsung's latest flagship lineup, with several models in the new Galaxy S26 series debuting up to 20% higher than their Galaxy S25 predecessors in Thailand.

- SUCHIT LEESA-NGUANSUK

Samsung Electronics this week unveiled the Galaxy S26 series, positioning proactive, on-device artificial intelligence (AI) as the core differentiator in the premium smartphone segment.

The company is betting that deeper device-level Al integration — rather than cloud-dependent features alone — will justify higher price points in an increasingly competitive high end market.

In Thailand, the price of the standard Galaxy S26 (12GB/256GB) rises to 33,900 baht from 29,900 baht for a S25, a 13.4% increase, while the 12GB/512GB variant climbs to 41,900 baht compared to 34,900 baht for its predecessor, marking a 20.1% jump.

The Galaxy S26+ (12GB/256GB) price increases by 10.8% to 40,900 baht, from 36,900 baht for the S25+, and the 512GB model advances by 16.7%, from 41,900 baht to 48,900 baht.