Samsung Electronics has reportedly increased its July production target for the Galaxy S26 series to more than 1.5 million units, following stronger-than-expected sales. Robust demand driven by a large-scale promotional campaign, along with growing expectations that the next-generation Galaxy S27 could carry a higher price tag due to rising memory costs, has pushed Galaxy S26 demand above initial forecasts.
According to industry sources on July 9, Samsung recently asked its component suppliers to raise July production of the Galaxy S26 series from the originally planned 1 million units to more than 1.5 million units.
The revised target represents an increase of more than 50% from the initial plan. The additional production will supply both the domestic and global markets. Sources said Samsung significantly revised its production schedule after June sales exceeded expectations. Production could be increased further depending on sales performance during July.
A key driver of the stronger sales was Samsung's “Thank You Festival with the Nation” promotion, which ran from June 8 through July 5. During the campaign, customers who purchased Samsung products received digital Onnuri gift certificates worth 20% of their purchase value as a rebate.
The promotion reportedly tripled total Galaxy S26 sales compared with the previous month across Samsung.com and major online marketplaces such as Coupang and 11st. On Samsung.com, delivery of the unlocked Galaxy S26 Ultra has already been pushed back until next month due to high demand. Samsung is expanding production to meet this surge in orders.
Expectations of a higher launch price for the upcoming Galaxy S27 have also contributed to increased demand for the Galaxy S26. Rising investment in AI servers and data centers has pushed up prices for mobile DRAM and NAND flash memory, increasing smartphone manufacturing costs. Industry observers believe that if Samsung passes these higher memory costs on to consumers, the Galaxy S27 could see a larger price increase than its predecessor. As a result, some consumers appear to be purchasing the current flagship model before prices potentially rise.
With Galaxy S26 sales continuing to outperform expectations, Samsung is also expected to post relatively solid third-quarter results. While some analysts have warned that higher memory costs could pressure the profitability of Samsung's Mobile eXperience (MX) division, the increased Galaxy S26 production plan and the launch of new foldable smartphones in the second half of the year are expected to help support earnings.
Samsung plans to review its production schedule again after August, taking into account sales trends and inventory levels.
“Sales during the Thank You Festival exceeded expectations, and concerns about a possible price increase for the next-generation model have further boosted demand for the Galaxy S26,” an industry official said. “The market is closely watching whether Samsung will continue to revise its production plans upward.”
