The global smartphone market is currently grappling with a severe shortage of dynamic RAM (DRAM), as manufacturers pivot production toward high-margin memory for AI data centres. While this “memory crunch” has forced significant price hikes globally, Samsung’s Galaxy S26 launch in South Africa on Wednesday revealed a market relatively shielded from the worst of these shocks.
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Speaking at the Johannesburg leg of Galaxy Unpacked, Justin Hume, Vice President for Mobile at Samsung South Africa, noted that while innovation and component costs exert upward pressure, a favourable exchange rate has mitigated the impact. While the S26 range is slightly more expensive than its predecessor, the Rand’s sustained strength throughout 2025 prevented the double-digit percentage increases seen in regions like Dubai, where some competitors have hiked prices by 30%.
The following table tracks the launch pricing for the 256GB base models over the last three generations:
Samsung is uniquely positioned to weather this supply-chain storm because it is the world’s largest producer of DRAM, holding a 36.6% market share as of late 2025. This vertical integration allows the company to cushion shocks better than competitors who “over-specced and underpriced” their devices and are now struggling with a higher cost base.
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The future of device pricing remains volatile. Market normalization depends on whether data centre demand for AI memory plateaus or if new production capacity—currently receiving billions in investment—comes online. However, new fabrication plants are not expected to impact supply until late 2027.
For local consumers, the focus remains on the immediate rollout. Pre-orders for the Galaxy S26 range are open from 26 February to 19 March, with general in-store availability beginning 20 March.
