Two of the world’s biggest smartphone makers, Samsung Electronics and Apple, are preparing major product launches that could signal a shift toward more affordable premium devices.
The announcements come as global demand softens and consumers grow more cautious about spending on high end smartphones.
Samsung sets date for Galaxy Unpacked event
Samsung Electronics will host its next Galaxy Unpacked event in San Francisco on Feb. 25. The company said it will unveil the latest device in its flagship Galaxy S series, describing it as “built to simplify everyday interactions, inspire confidence and make Galaxy AI feel seamlessly integrated from the moment it is in hand.”
The event will be streamed live starting at 10 a.m. Pacific time.
Samsung said the launch will mark “a new phase in the era of AI as intelligence becomes truly personal and adaptive.” Industry sources expect the device to be branded the Galaxy S26.
Reports indicate the new smartphone could feature a built in privacy function that protects on screen content from being viewed by people nearby, without the need for an added privacy film.
However, rising memory prices may affect pricing. In January, the Korea Times reported that surging component costs were pushing Samsung to consider a possible price adjustment for the Galaxy S26 series.
Even so, the company has moved aggressively to attract early buyers. Customers in the United States who reserve the new device are eligible for a 30 dollar discount and a chance to win a 5,000 dollar gift card through Samsung’s online store.
Pre orders come with a 150 dollar discount, which can rise to as much as 900 dollars when customers trade in an older device. Additional promotional offers are available through AT&T and Best Buy.
The incentives suggest Samsung is keen to maintain momentum in a competitive and price sensitive market.
Apple calls March 4 event
Apple has scheduled a press conference for March 4, with parallel events in New York, London and Shanghai. The company is widely expected to introduce updated Mac computers, iPads and a lower cost version of its latest iPhone model.
According to technology publication MacRumors, Apple may unveil the iPhone 17e, alongside a MacBook Pro powered by M5 Pro and M5 Max chips, the eighth generation iPad Air and the 12th generation iPad.
Other possible announcements include a refreshed Studio Display, a more affordable MacBook using the A18 chip, a new Apple TV and an updated HomePod mini.
The iPhone 17e would build on the “e” line introduced last year as a successor to the SE series. The model is positioned as a more affordable alternative to the premium iPhones usually launched in early autumn.
The upcoming 17e is expected to retain a compact 6.1 inch display while upgrading to Apple’s A19 processor.
Apple’s timing is notable. The announcement will come at the close of Mobile World Congress in Barcelona, even though Apple does not formally participate in the event. It also follows just one week after Samsung’s flagship launch.
With both companies preparing new devices and offering expanded options at lower price points, the smartphone market could be entering a new phase where advanced features and artificial intelligence tools are made more accessible to a wider range of consumers.
