Samsung has announced a shift in its product launch strategy for early 2026. This change will see the Galaxy A07 5G, A37, and A57 models released significantly earlier than in previous years.
The adjustment is due to a delay in the Galaxy S26 flagship series, which is now expected to launch at the end of February instead of the usual January or early February timeframe. Samsung plans to introduce Galaxy A07 5G by late December 2025 or early January 2026, marking an earlier entry for the A0 series.
More notable is the release of the Galaxy A37 and Galaxy A57, which traditionally launch around March or April. Samsung will bring these devices forward to February 2026 to maintain market presence while the flagship lineup undergoes development changes.
The flagship delay resulted from internal revisions in the S26 series. Initially, Samsung intended to replace the S26 Plus with an S26 Edge model. However, after disappointing sales of the S25 Edge, this plan was scrapped, reinstating the S26 Plus and causing a shift in the research and development timeline.
Specifications and Upgrades for Galaxy A37 and A57
Despite the earlier launch, both Galaxy A37 and A57 will include key updates. They are anticipated to ship with Android 16 out of the box, offering the latest software experience from the start.
Performance-wise, the Galaxy A57 will be equipped with Samsung’s new Exynos 1680 processor, coupled with the Xclipse 550 GPU. Meanwhile, the Galaxy A37 will feature the Exynos 1480 chipset alongside the Xclipse 530 GPU. These enhancements follow Samsung’s annual update cycle for its mid-range devices.
This strategic move aims to refresh Samsung’s mid-tier lineup—a segment known for high sales volume—ahead of the flagship’s arrival. It also reflects Samsung’s efforts to sustain product momentum amid a complex flagship development process.
Samsung’s Strategy in a Competitive Market
Samsung’s decision to accelerate the release of its affordable Galaxy A series comes as competition intensifies among mid-range and entry-level smartphone vendors. Many rivals are integrating premium features at competitive prices, challenging Samsung’s market share.
Launching the Galaxy A37 and A57 earlier, with upgraded chipsets and fresh software, could provide Samsung a critical advantage in maintaining consumer engagement and sales momentum. The success of this approach will largely depend on the pricing and value these new models deliver once officially available.
This scheduling adjustment also highlights Samsung’s responsiveness to market dynamics and prior product feedback. The willingness to cancel the S26 Edge and push flagship timelines underscores tactical flexibility.
Looking Ahead
As Samsung reevaluates its product roadmap, industry watchers will closely monitor the performance of the A series in the first quarter of 2026. The delay in the flagship launch, combined with uncertainties around the Exynos 2600 chipset production, adds complexity to Samsung’s upcoming market strategy.
Samsung faces a global competitive landscape where companies like Apple, with its forthcoming iPhone 17, and Chinese brands such as Vivo continue rapid innovation. Timely and strategic product launches will be essential for maintaining relevance and consumer interest.
Official announcements from Samsung will clarify exact release dates, specifications, and availability across regions, including Indonesia. The company’s ability to balance its portfolio next year will be crucial as the product launch schedule shifts and competition heightens.
