Samsung Galaxy S26 series breaks South Korean pre-order record with 1.35 million units

The Samsung Galaxy S26 series has achieved a remarkable milestone in its home market of South Korea, shattering previous pre-order records with 1.35 million units sold during the seven-day period between February 27 and March 5, 2026. This represents a significant acceleration compared to last year's Galaxy S25 series, which reached 1.3 million pre-orders but required 11 days to do so.

This latest achievement may finally surpass the Galaxy Note10's record from 2019, which has stood as the benchmark for Samsung's pre-order performance in South Korea for several years.

Ultra model dominates with unprecedented market share

The most striking aspect of these pre-order numbers is the overwhelming preference for the Galaxy S26 Ultra model. Accounting for 70% of all pre-orders, the Ultra variant has achieved a level of dominance rarely seen in Samsung's flagship lineup. This represents a substantial increase from last year's S25 Ultra, which captured "only" 52% of pre-orders despite being the premium offering in the series.

This shift suggests several possible factors at play. The S26 Ultra likely offers compelling upgrades that justify its premium positioning, or consumers may be increasingly gravitating toward larger, more capable devices. The 70% share also indicates that many buyers are willing to pay a premium for the Ultra's advanced camera system, larger display, and enhanced features.

Color preferences reveal conservative buying patterns

Samsung offered the S26 series in four base colors plus two exclusive hues available only through Samsung.com. However, buyer preferences remained remarkably conservative, with White and Black emerging as the dominant choices for the Ultra model.

For the S26+, Cobalt Violet showed surprising popularity alongside Black, suggesting that buyers of the mid-sized model may be slightly more adventurous in their color choices. This pattern reinforces a well-established trend in the smartphone market where neutral colors consistently outsell more vibrant options, despite manufacturers' efforts to introduce eye-catching hues.

Smaller models struggle to gain traction

While the overall pre-order numbers represent a success story for Samsung, the distribution between models reveals an interesting dynamic. The S26 and S26+ together accounted for only 30% of pre-orders, with no detailed breakdown provided between the two smaller variants.

Last year's S25 series showed a more balanced split, with 26% choosing the standard model and 22% opting for the Plus variant. The reduced interest in the smaller models this year, despite the overall increase in pre-orders, suggests that the Ultra's enhanced appeal may be cannibalizing sales of the other variants.

What this means for Samsung's strategy

The record-breaking pre-order numbers validate Samsung's approach to the S26 series and demonstrate strong consumer confidence in the brand's flagship offerings. The unprecedented dominance of the Ultra model may influence future product planning, potentially leading Samsung to further emphasize premium features and capabilities in its top-tier devices.

For consumers, these numbers suggest that the S26 Ultra delivers compelling value that justifies its position as the most expensive model in the lineup. The strong pre-order performance also indicates healthy demand for premium smartphones, even in a market where many consumers are holding onto devices longer than in previous years.

The Galaxy S26 series is now available for purchase, with detailed reviews of all three models available on GSMArena. The Ultra model continues to be the focus of most attention, but the standard and Plus variants offer more accessible alternatives for buyers who prefer smaller devices or lower price points.