AI instead of hardware: Samsung's risky gamble

With the three models of the Galaxy S26 smartphone series, Samsung is only performing very gentle model maintenance on the hardware; the innovations primarily concern AI features, i.e., software. This strategy carries some risks, as only a few people choose their next smartphone based on software.

The new AI functions of the Galaxy S26 include some truly practical helpers. Spam detection could ensure that dubious sweepstakes providers or market researchers no longer call. Perplexity, another assistant integrated into the system, can make settings easier and take over tasks together with Bixby. Now Nudge monitors the calendar in the background and ensures relaxed appointment planning. The new Finder searches all apps for content so you don't have to jump back and forth between them. All fine and good if it works as smoothly in everyday life as it did in the demos at the Unpacked event.

However, there is a problem: The hope of smartphone manufacturers and chip makers that the public will eventually buy new smartphones because of great new AI features has not yet materialized. Sure, more and more people are using AI on their smartphones, but it has not yet proven to be a driving force for sales figures. In Germany, sales figures have recently declined slightly, even though the premium segment, where the Galaxy S26 devices are also found, is growing.

An opinion by Steffen Herget

Steffen Herget writes for c't and heise online about smartphones, tablets, and gadgets of all kinds. When he's not glued to the screen, he's riding his bike, walking, or reading a book—completely analog.

Others have moved ahead

Meanwhile, Samsung has slowly lost the leading role in hardware that the manufacturer held for a long time through the Galaxy S series and especially the Ultra. In terms of batteries, Chinese manufacturers like Honor, Oppo, and Xiaomi are operating in different spheres, delivering up to 50 percent more capacity with silicon-carbon cells than Samsung in the Ultra. The Ultra now appears in its seventh generation with the same 5000 mAh battery. There are also hardly any advances in cameras; the Galaxy S26 Ultra has had the same sensors for years – not bad, of course, but other smartphones often take at least equally good, if not better, photos. Samsung has also ignored the trend towards built-in magnets for Magsafe accessories so far. Samsung was exemplary early on with long update support, but EU regulations forced competitors to catch up – advantage has decreased slightly. At least the Galaxy S26 Ultra is still top-notch in terms of processor, but many other manufacturers also use the Qualcomm chip – sometimes with more RAM.

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Samsung Galaxy S26 Ultra, S26+ und S26 in Bildern (28 Bilder)

Samsung Galaxy S26

Samsung's strategy is therefore assuming that customers will opt for a new Galaxy smartphone because of the AI functions. But what do the customers say? According to current figures from Bitkom from the previous year, 71 percent of people use AI on their smartphones, but only 26 percent state that it is a primary reason for buying a particular model. By far, a robust display (98 percent) and a strong battery (96 percent) remain the most important points. Updates (93 percent) and camera (90 percent) are just behind. While the trend may be shifting slightly in favor of AI, other criteria remain more essential. Furthermore: "I use AI on my smartphone" is synonymous for many people with "I use ChatGPT, Perplexity, Copilot, or Gemini," and these can be used via apps on virtually all smartphones, so you don't need a new high-end phone for that.

Brave, brave

Combined with the fact that smartphones are being used for longer and longer periods – a direct consequence of robust hardware and long update support – this creates a dilemma for Samsung: The manufacturer is focusing on a less prominent aspect of the smartphone while consistently neglecting other points that are much more essential for purchase decisions. A, well, brave approach.

It remains to be seen whether Samsung will succeed with this strategy. Certainly, the manufacturer's figures show increased awareness and user base of Galaxy AI. But whether that will be enough to boost Galaxy S26 sales figures remains questionable.

(sht)