If you're going to get a Galaxy S24 Ultra, prepare to pay more than you would for a non-bifold device. Samsung has announced its new Galaxy S24 lineup, which includes a price increase for the Ultra model at the top of the lineup.

Specifically, the Galaxy S24 Ultra will start at $1,299. This is $100 more than the Galaxy S23 Ultra. It is also $100 more than the iPhone 15 Pro Max, which was raised last fall. [The Galaxy S24 and Galaxy S24 Plus have the same starting price as last year's models at $799 and $999, respectively.

Samsung's new pricing is consistent with leaked information that appeared just before today's Galaxy Unpacked event; a post on X from Roland Quandt showed the Galaxy S24 and Galaxy S24 Ultra. It included news of a price increase.

Samsung seems to be doing what it can to make its $1,299 phone more affordable than its high price would suggest. It now offers seven years of software support, up from four years for the Galaxy lineup last year. In addition, the base model of the Galaxy S24 Ultra comes with 256GB of storage. The Galaxy S24 pre-order campaign allows customers to upgrade to the next level of storage (512GB for the Ultra) for the cost of the lower storage.

We will have more information on pricing (including the cost of the phone in the UK, Australia, and elsewhere, and how much you will pay for each storage tier) as the Galaxy Unpacked event continues.

For more details and our first impressions of this premium flagship, see our hands-on review of the Samsung Galaxy S24 Ultra.