The Galaxy S's fall is reflected in Samsung's sales numbers. The Ultra dominates Samsung's sales numbers, taking the majority of sales in any given year. The Galaxy S and Plus split what remains, and the Plus tends to take a slight lead over the base model, though nowhere near the gap between those two models and the Ultra. It makes sense that most people opt for the Ultra. After all, if you want a flagship phone, you already want the best. So you opt for the best of the best — the Ultra. Because that's the sales hook for the Ultra: it's the biggest and the best. The Plus is the slightly cheap