Samsung upgrades Galaxy Tab S12 series with AI focus, drops entry-level model
New Ultra and Plus models feature faster chipsets and productivity-focused AI at higher prices.
1Premium tablet refresh
Samsung launched two new Galaxy Tab S12 models, focusing on the high-end segment with the Ultra and Plus variants. Both feature the MediaTek Dimensity 9500 chipset, offering significant performance improvements over previous generations. The company has discontinued the base model, signaling a strategic shift toward premium devices. The new tablets emphasize productivity with tailored AI features and will launch globally on October 7.
2Ultra model specifications
The flagship Tab S12 Ultra boasts a 14.6-inch AMOLED display, making it one of the largest mainstream tablets at just 5.1mm thin. It includes 12GB RAM with storage options up to 1TB, plus microSD expansion. New features include Wi-Fi 7 support, an additional ultrawide camera, and an in-display fingerprint reader. The NPU shows 61% faster processing compared to its predecessor, with notable CPU and GPU improvements.
3Pricing strategy shift
The Tab S12 Ultra starts at $1,400, $100 more than last year's model, reflecting component cost increases amid the global memory crisis. Samsung justifies the price hike with upgraded specs and new productivity features. The Plus model shares the same chipset but with a slightly smaller 12.6-inch display. Both models maintain premium positioning as the company abandons the entry-level segment.
4Productivity enhancements
Both tablets include IP68 rating, quad speakers, and magnetic S Pen attachment. They support Samsung's DeX mode for desktop-like functionality and improved Quick Share compatibility with Apple's AirDrop. Two keyboard options are available for each model. The Plus variant features a larger 10,600mAh battery with claimed 21-hour life, targeting professional users needing all-day performance.
5Software bundle value
Samsung includes $445 worth of app trials with the new tablets, including Adobe Creative Cloud apps, Google AI Pro with 5TB storage, and professional creative tools. This bundle targets productivity and creative professionals, complementing the hardware upgrades. The offer strengthens Samsung's positioning against competitors like Apple's iPad Pro, particularly for professional use cases.
6Market positioning
Samsung's decision to drop the base model reflects industry-wide premiumization in tablets. The move aligns with competitors focusing on high-margin devices rather than entry-level products. The company remains a top tablet seller globally, competing with Apple, Lenovo, and Xiaomi. The S12 series emphasizes productivity and creative workflows to differentiate in the crowded premium segment.
7Technical improvements
The Dimensity 9500 chip delivers 19% faster CPU and 17% better GPU performance over previous models. Both tablets support up to 2TB storage via microSD, addressing professional storage needs. The Ultra's display size and thin profile push boundaries for mainstream tablets, while the Plus model balances portability with performance. These upgrades target power users who prioritize specs over price.
8Strategic implications
Samsung's tablet strategy now clearly prioritizes profitability over market share, mirroring industry trends. The focus on productivity features and professional use cases differentiates its offerings from entertainment-focused competitors. By eliminating the entry-level option, Samsung forces consumers to choose between two premium models, potentially increasing average selling prices and margins in a competitive market.