Samsung's latest Galaxy S26 series has made waves in the European smartphone market, reporting a 20% increase in pre-order sales compared to last year's model. A particularly notable highlight from this series is the Galaxy S26 Ultra, which has captured more than 70% of the total sales within the new lineup. This demonstrates a strong consumer interest in the high-end model, indicating that it is the preferred choice among buyers.

In Estonia, the pre-order numbers for the S26 have risen by 13% compared to the same period last year. This surge in interest comes despite the fact that many local stores have not yet received the latest models for sale. The anticipation for these new devices remains high among consumers, which reflects the impact Samsung's branding and marketing strategies have on potential buyers.

A key feature driving consumer interest appears to be the innovative Privacy Display technology in the Galaxy S26 Ultra, as highlighted by Samsung's communications manager, Saskia Kivi. She noted that this new feature is seen as a game-changer, contributing significantly to the model's robust sales performance. Additionally, while the official global sale of the phones has commenced, many Estonian retailers, apart from official partners like mobile operators and select electronics outlets, still await the arrival of the new devices on their shelves, suggesting a potential gap in market supply despite high consumer demand.