Our latest evaluation of top-tier smartphones confirms that high-end models like the Samsung Galaxy S26 Ultra and Google Pixel 10 Pro XL continue to dominate the market. However, the distinctions between these flagship devices and their predecessors—or even many mid-range phones—are becoming less pronounced.
If you’re planning to invest 1,000 to 2,000 euros in a new smartphone solely because it’s a fresh release or carries a prestigious brand like Samsung or Apple, you might be swayed by marketing tactics and inflated comparative metrics.
Don’t be misled by the sleek design. Distinguishing between the S26, S25, or S24 is unlikely.
Luke Baker
The ongoing memory crisis is contributing to the rising cost of new devices, prompting manufacturers to reduce RAM, similar to Microsoft’s approach.
Ultimately, it’s your choice how to allocate your funds. However, be prepared for the possibility that a new flagship model could soon appear, offering only minimal enhancements like AI features and a 0.3 percent performance increase.
Even our Macworld colleagues, known for their enthusiasm for Apple products, suggest skipping the forthcoming iPhone Ultra. It’s wise to wait for truly innovative developments.
It’s concerning when a tech CEO publicly claims that the best time to purchase a phone was yesterday.
