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Samsung delays Galaxy A37 and A57 until March — what it means for the market and buyers

The mid-range announcement that was expected in February has been postponed to March. We explain why this is more than just a date change and how it will affect availability and the choices of Ukrainian buyers.

Tetiana Suchkova-Ladik

By Tetiana Suchkova-Ladik

February 19, 2026 · 2 min read

Samsung delays Galaxy A37 and A57 until March — what it means for the market and buyers
Рендери смартфонів Galaxy A37 та Galaxy A57 (Фото: @saaaanjjjuuu в соцмережі X)

Brief and important

Samsung has postponed the presentation of the Galaxy A37 and Galaxy A57 models — while they were previously expected in the first half of February, insiders now predict a March release without an exact date. This decision appears technically justified, but it has several practical consequences worth knowing about right now.

Why it was delayed

The main reason is synchronization with the launch of the flagship Galaxy S26 series, whose presentation is scheduled for February 25. Market observers believe Samsung wants to avoid cannibalizing attention and media space: unveiling a budget‑to‑midrange lineup in the shadow of flagships rarely yields maximum sales and PR impact.

This decision is typical for global manufacturers: they first concentrate attention on flagships, then return to mass-market models to optimize supply logistics and marketing budgets.

What is known about the specs

Galaxy A37: 6.7" AMOLED FHD+ with 120 Hz, Exynos 1480 chip, 50 MP main camera (1/1.56" sensor), 8 MP ultrawide, 5 MP macro and 12 MP front. 5000 mAh battery with 45W support, claimed IP67 protection.

Galaxy A57: 6.6" flat AMOLED 120 Hz, Exynos 1680 chip, UFS 3.1 storage, 50 MP main camera with optical image stabilization, 12 MP ultrawide, 5 MP macro, 12 MP front, 5000 mAh battery with 45W, IP68 protection, 6.9 mm thickness, 182 g weight.

"Postponing announcements at such times is not about device problems, but about managing market attention and optimizing supply chains. For a brand, the right launch conditions are important so that models receive proper competition on the shelf."

— Oleksiy Melnyk, mobile technology market analyst

What this means for Ukraine

First, buyers may experience a delay in availability of the new models in retail chains and from carriers. Second, if Samsung concentrates marketing around the S26, this could temporarily nudge part of the audience toward buying the flagship or postponing upgrades until spring.

For importers and local sellers this is a time to adjust supply plans and pricing policy — a slight price increase is possible due to supply chain shifts or, conversely, promotions to clear inventory before new shipments.

Conclusion

Postponing the release of the Galaxy A37 and A57 is a logical move in Samsung's strategy, aimed at optimizing the impact of launches. For the Ukrainian market this means a short wait and an opportunity to reconsider options: buy now in the available segment or wait for the official March announcement, when prices and regional sale dates will become known. Following the brand’s official communications and local retailers is currently the best investment of time for a buyer.

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May 26, 2026