In the Camera Rut: Samsung’s Reluctance to Upgrade Amidst Apple’s Bold Moves

Samsung continues to adhere to a conservative approach to cameras in the basic models of the Galaxy S series. The Galaxy S25, unveiled in January, replicated the camera configuration of the Galaxy S24, which, in turn, utilized sensors from the Galaxy S23. According to South Korean resource The Elec, the upcoming Galaxy S26 will also inherit the same camera modules as the Galaxy S25.

This means that the smartphone will feature the following sensors: a 50-megapixel main sensor (optical format – 1/1.56 inch); a 10-megapixel sensor (1/3.94 inch) in a telephoto lens module with 3x zoom; a 12-megapixel sensor (1/2.55 inch) in a module with an ultra-wide-angle lens.

The Elec notes that Samsung initially planned to equip the Galaxy S26 with next-generation image sensors – alongside a price hike. However, Apple’s strategy intervened. Reportedly, Apple’s decision to outfit the basic iPhone 17 with a 120Hz ProMotion screen and 256GB of flash memory without a price increase forced Samsung to revisit its plans.

In response, Samsung opted against upgrading the Galaxy S26 cameras to maintain competitive pricing, which has had a ripple effect on production schedules. The Galaxy S26 Ultra is set to go into mass production this month, while the assembly of the Galaxy S26 and S26 Plus will commence only at the start of 2026, as Samsung needs to redesign the internal layout of the devices.

Impact on the Market and Consumers

The juxtaposition of Samsung’s decision to hold back on hardware upgrades with Apple’s aggressive pricing strategy could have significant implications for the smartphone market in 2026. With consumers increasingly demanding more value at competitive prices, companies might face pressure to innovate without altering price structures dramatically.

For consumers, this could mean greater access to high-end features at mid-tier pricing, driven by intense competition. However, it also signals a saturation point where technological advancements become more incremental, leading to anticipation for a groundbreaking shift in smartphone capabilities or design.