With the Galaxy S10, Samsung celebrates its 10th anniversary Galaxy S phone by going big and bold. How bold? Each of the four new Galaxy S10 models is more impressive than the last: there's the cheaper S10E ($750), the Galaxy S10 ($900), S10 Plus ($1,000) and Galaxy S10 5G, the brand's first 5G phone (price TBA, as are UK and Australian prices for the whole range). This is Samsung seeking to whip up excitement, roar back in sales and defend its title as the world's top smartphone brand. But the Galaxy S10 phones also represent a quest for perfection.