So, here's a classic tech story: you delay your big new product, sales take a hit, and everyone gets a bit nervous. Then you finally launch the thing, and it turns out to be a hit. That's the plot for Samsung Electronics Co., Ltd. (SSNLF) in early 2026, according to the latest data from Counterpoint Research.

Samsung's smartphone sales were down early in the year, pressured by that later-than-usual release for its flagship Galaxy S26 series. From Week 1 to Week 13 of 2026, cumulative sales declined 6% compared to the same period last year. Things got particularly rough just before the launch; by Week 10, weekly sales had dropped to their lowest point of the period and were trailing behind 2025's trends. It was a clear sign of weakening demand while customers waited for the new gear.

But then the Galaxy S26 started rolling out between March 8 and March 14. And just like that, the story flipped. Volumes rebounded, moving back toward the levels seen a year ago.

The interesting part isn't just the rebound—it's how strong the new phone's start has been. The S26 series is getting a warmer welcome than its predecessor did. During the first three weeks after launch, Samsung's weekly smartphone sales actually shifted back into year-over-year growth.

Analyst Sujeong Lim put some numbers on it: "Cumulative Samsung smartphone sales during the first three weeks of the Galaxy S26 series launch were 4% higher than those of the Galaxy S25 series during the same period in 2025."

She added a kicker about the U.S. market, which is often a bellwether for premium devices: "In the U.S., the S26 series' sales during this period were as much as 29% higher YoY compared to the S25 series, a strong initial performance despite the price increase, which raises expectations for the months ahead."

That last bit is crucial—selling 29% more units year-over-year, even with a higher price tag, is the kind of performance that makes executives breathe a sigh of relief. It suggests the brand's premium pull is still strong.

And that strength in the premium segment is going to be important. Counterpoint notes that 2026 is shaping up to be a difficult year for the global smartphone market overall. In that context, a successful flagship like the Galaxy S26 lineup—and especially the top-tier Ultra model—isn't just a nice-to-have. It's expected to play a central role in stabilizing Samsung's sales and protecting its profit margins, all while keeping demand alive in the high-end market even if the broader industry softens.

So, a delayed start, but a strong finish to the opening chapter. Samsung's 2026 smartphone story is looking a lot brighter after a few weeks in March.