The global consumer electronics market is reacting to the upcoming launch of the Samsung Galaxy S26 series. Prices of current models, including the flagship S25 and Ultra, have dropped by hundreds of euros at major distributors such as Amazon, Boulanger, and Cdiscount. Competing brands, including Apple and Chinese manufacturers like Xiaomi and Honor, have also lowered prices to maintain market share ahead of the market debut of the South Korean giant's new generation of devices.
Record Samsung discounts
The Galaxy S25 Ultra model is getting cheaper by 560 euros ahead of the expected debut of the S26 series.
Apple's reaction to price cuts
The iPhone 15 is experiencing drastic price drops at distributors, reaching levels below 300 euros.
Xiaomi's price aggression
The Chinese manufacturer is cutting the price of its flagship Xiaomi 15 by more than half to compete with the giants.
The mobile device market is undergoing a rapid discounting process, a direct consequence of the announcement of the release date for Samsung's latest smartphone series. The main focus of events is the drastic reduction in the purchase cost of the Samsung Galaxy S25, which in some variants is offered with a discount exceeding 500 euros. Such aggressive pricing policy by major European distributors like Boulanger and Cdiscount has triggered a chain reaction among competitors. Even older, yet still powerful models like the Galaxy S22 Ultra have become available to a wide audience at prices below 260 euros, redefining the entry threshold for the premium segment. This situation has forced Apple to make similar pricing moves. The iPhone 15 is now available at prices close to 300 euros, a record low for a one-year-old device from this brand. Simultaneously, Chinese manufacturers such as Xiaomi and Honor are trying to divert customer attention from Samsung by offering their latest units based on the Snapdragon 8 Elite processor with discounts reaching up to 53 percent. The battle for customers is taking place not only in the most expensive device segment but also in the budget tablet and phone market, where the Redmi Note 14 series dominates at prices hovering around 100-160 euros. The mechanism of clearing warehouses before the launch of new product versions is a standard market practice that intensified in the technology industry after 2010, when the smartphone lifecycle shortened to twelve months. Market analysts note that the current moment is likely the last opportunity to purchase powerful hardware at such low prices before an expected cost increase for the new generation. Models from the Galaxy S26 series are expected to be more expensive due to advanced chips supporting Galaxy AI. The current oversupply of older models creates unique conditions for consumers who do not need the latest processor but are looking for solid software support, which Samsung guarantees for up to six years.