For years, the arrival of January has been as predictable as the post-holiday sales slump—it’s when tech enthusiasts worldwide brace themselves for the launch of Samsung’s flagship Galaxy S series.
This consistent calendar slot made headlines, most recently with the launch of the celebrated Galaxy S25 series on January 22nd of this year. It was a reliable rhythm in the competitive world of premium smartphones.
However, all that is about to change. Forget the annual January tradition; whispers from industry insiders suggest that Samsung is planning a significant shift for the next generation.
A recent, highly-anticipated report indicates that the tech giant will be holding its inaugural Galaxy Unpacked event for the upcoming lineup in late February instead.
If confirmed, this delay isn’t just a minor scheduling change; it signals a potentially massive strategic pivot for the brand, and the reason might just be the two letters currently dominating the global conversation: AI.
The Galaxy S26 and the Allure of Artificial Intelligence
The core reason for the reported delay seems to be tied to the company’s bold investment in Galaxy AI.
According to a detailed report from the respected Korean publication, Money Today, Samsung is reportedly allowing the Galaxy S26 series a little extra ‘marinating’ time to fully integrate and polish its sophisticated AI features.
This suggests that the brand is preparing to make a substantial statement with its AI capabilities, demanding a more comprehensive launch strategy than previous years.
To reinforce this AI-centric focus, the event is rumoured to be taking place in San Francisco, USA—a location often regarded as a global hub for technological innovation and, crucially, a nerve centre for artificial intelligence development.
Hosting the launch in such a prominent location would certainly underscore the significance of the new AI-powered features within the Galaxy S26 series, giving them the global stage Samsung believes they deserve.
This strategic location choice, coupled with the timeline shift, indicates a meticulous approach to unveiling what could be Samsung’s most technologically ambitious flagship to date. The move could be seen as an effort to counter competitive pressure and establish a new benchmark for on-device AI integration in the premium smartphone market.
Portfolio Reassessment: The Traditional Galaxy S26 Lineup and Chipset Bets
Beyond the AI-driven scheduling change, the report also suggests that Samsung is deeply engaged in evaluating its current product portfolio.
Specifically, the sales performance of this year’s Galaxy S25 Edge model—a recent addition to the series—has been reportedly lacklustre.
This commercial disappointment is apparently prompting a strong internal discussion and could potentially lead to a return to a more traditional model structure for the upcoming launch.
This means the Galaxy S26 series might revert to the established, familiar three-piece lineup, consisting of the Basic model, the Plus variant, and the top-tier Ultra model, simplifying consumer choice and focusing resources on the most successful configurations.
This strategy of consolidation often follows a period of experimentation, indicating Samsung’s commitment to refining its core offering.
Adding to the complexity, a significant amount of chatter is already swirling around the Galaxy S26’s internal components, specifically its chipset. Rumour has it that Samsung is preparing to go ‘all-in’ on its proprietary Exynos platform once more.
Should these reports prove accurate, the much-anticipated Exynos 2600 chip is being positioned as a direct, high-performance competitor capable of challenging Apple’s A19 Pro.
Achieving this level of performance parity would mark a substantial victory for Samsung’s in-house silicon development and could significantly enhance the user experience, particularly concerning the advanced computational demands of the new Galaxy AI features.
The reported shift of the Galaxy Unpacked event from January to late February is more than a date change; it’s a strategic declaration that Samsung is betting big on sophisticated Galaxy AI and reassessing its product line-up for maximum impact.
With rumours pointing towards a return to the traditional three-model format and a renewed focus on a powerful Exynos 2600 chipset, the Galaxy S26 series promises to be one of the most significant releases of 2026.
Originally published on IBTimes UK
