Samsung Galaxy Tab S12 Ultra Pricing Sparks Debate

Samsung’s Galaxy Tab S12 series just got a lot pricier—starting at $1,399 for the Ultra model and pushing nearly $2,000 for the top storage variant. But with Apple’s iPad Pro closing the price gap, is Samsung’s bold move easy to defend? The answer isn’t straightforward.

Samsung’s New Price Point Raises Questions

The Galaxy Tab S12 Ultra is rumored to start at $1,399 in the US, a steep $200 increase over last year’s S11 Ultra launch price. The jump becomes even more striking with the 1TB storage version heading close to $2,000 — a price bracket reserved for premium flagship devices rather than routine yearly upgrades.

Meanwhile, the Tab S12 Plus starts at $1,199, which is not only $200 more than the S10 Plus but also the exact price Samsung once charged for the S11 Ultra. This blurs the lines between the Plus and Ultra models, with the Plus now nearly matching the last year’s Ultra cost but without the same premium features like the larger 14.6-inch display.

Has Samsung Redefined Value or Just Raised the Bar?

Both new tablets will reportedly use the MediaTek Dimensity 9500 chipset, a definite step up in CPU, GPU, and AI performance over previous gens. Yet this feels more like the jump expected with any new generation release rather than one that justifies a $200-plus price hike.

More importantly, the S11 Ultra from last year still holds up well in speed and performance for most users. So, consumers might find it harder to justify upgrading purely for the chip and other modest enhancements this time around.

Apple’s iPad Pro Casts a Long Shadow

Samsung’s pricing move invites direct comparison to the iPad Pro lineup. The Tab S12 Plus now starts at the exact price as the 11-inch iPad Pro, while the S12 Ultra trails the 13-inch iPad Pro by just $100. Apple’s devices pack the M5 chip, renowned for power and efficiency, making the competition more intense than ever.

While Samsung continues to offer larger displays and includes the beloved S Pen in the box, these perks might not weigh heavily enough for some buyers when the price gap narrows this drastically, especially with Apple’s ecosystem and performance strength.

Is Price the Biggest Upgrade?

The biggest and most unmistakable change in the Galaxy Tab S12 series might very well be the pricing itself. This leap shifts Samsung’s flagship tablets into a new arena — one where expectations must be recalibrated, and choices reconsidered.

Whether Samsung’s other improvements balance out the cost remains to be seen, but for now, the price tags alone are creating a challenging conversation for prospective buyers weighing their next tablet investment.