Apple decided to split its iPhone launch this year by only launching the iPhone 18 Pro and Pro Max last month, alongside its first foldable device, the iPhone Duo. It has pushed the entry-level iPhone 18 to early next year, likely around the same time as Samsung's Galaxy S27 launch.
This could put the Galaxy S27 series in a tough position, particularly if Apple retains the iPhone 17's $899 starting price for next year's model, which will make the new iPhone $100 cheaper than the Galaxy S26 that now starts at $999 in the US.
Price hikes have been inevitable this year due to the rising memory chip costs. Both Samsung and Apple have had to make adjustments. And the worst may not be over yet, as the situation isn't expected to improve in 2027. There are expectations that the companies may once again need to raise prices next year.
Base iPhone 18 could crash Samsung's Galaxy S27 launch party
Apple's decision to adjust its launch timing may have been based on considerations beyond directly competing with Samsung's latest flagship lineup.
It needed to give the iPhone Duo space to breathe and likely didn't want to release so many models at a time when it wanted its first foldable iPhone to get all the media attention.
The Galaxy S has typically enjoyed an iPhone-free launch window for several years now. Samsung launches its new flagships by January or February in the new year, months after Apple has launched its latest iPhones by August or September of the previous year.
By the time new Galaxy S units arrive in stores, the initial launch euphoria for the new iPhones has largely subsided.
Apple may be dumping multiple models on the market in that launch window. The base iPhone 18 is expected to be accompanied by the iPhone 18e and possibly the second-generation iPhone Air. If this pans out as expected, the Galaxy S27, Galaxy S27+, and Galaxy S27 Pro will compete with three new iPhones for the limelight.
It remains to be seen if Samsung will adjust its launch schedule next year, possibly moving earlier into January to put some distance between it and the new iPhones. Whether that would achieve the intended effect is another matter entirely.
Samsung might face a challenging launch window in the US
The increased competition would certainly hurt Samsung in the United States. It would have to tussle for visibility at carrier stores and online with Apple's latest products.
The iPhones already dominate smartphone shipments in the United States. A launch soon after Samsung's latest Galaxy S series arrives could end up putting pressure on the Galaxy S27.
One could argue that none of this will matter. Customers who want to stick with Android won't bother if there are new iPhones on the market.
While that may be true, it still invites decision fatigue for customers who don't tie themselves to either platform, particularly when they're having to work through the various carrier promotions and offers on the devices.
This could end up being the new normal
The iPhone Duo will now be a permanent fixture in Apple's lineup. It may even launch more form factors in the future, and that may force Apple to continue with the launch split that it's set to implement in 2027.
Samsung's Galaxy S series will thus see a fundamentally different launch landscape in the years to come. And the numbers from 2027 will showcase just how much of an impact it could possibly have on the lineup's success.
What's true is that Apple still hasn't confirmed its plans for spring of next year, and Samsung hasn't confirmed any pricing details for the Galaxy S27. There could be changes on both fronts before we expect the devices to arrive next year.
Ultimately, for buyers in the United States, the choice next spring will be between two new phones likely launching within weeks of each other. If prices are maintained as they are today, the iPhone 18 would undercut the Galaxy S27 by $100. And that could end up making all the difference for many buyers.
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