Smartphones in the iPhone 12 range have lost value by between 18.1 to 33.7 percent since they launched in October last year, according to data from SellCell (spotted by Macrumors). Meanwhile, devices in the Samsung Galaxy S21 series, which only launched in January 2021, have already seen a 44.8 and 57.1 percent drop in value.
We can say with some confidence that the reason the iPhone 12 series has held its value better than the Samsung Galaxy S21 series, is because the demand is still there even after that initial sale. Apple owners looking to upgrade their device will, in the majority, stick to the Apple brand. In that sense, demand is high for pre-owned iPhone 12 handsets, meaning that they keep their value as consumers are happy to pay a premium, even for a refurbished or pre-owned iPhone 12. On the other side, not only do Samsung owners show less loyalty to the brand, but 26% of them are happy to consider jumping ship to an Apple device once they’re done with their Android handset. This has two effects. It decreases demand for Samsung’s handsets, driving the value down, while at the same time increasing Apple demand even further, slowing the rate of iPhone 12 value shrinkage.