iPhone 15 Pro vs Galaxy S24 Ultra: Which Holds Value Better?

After just 12 months, the Galaxy S24 Ultra gives back only 48% of its launch price on the resale market — while the iPhone 15 Pro retains 63%. That's a $180 gap in depreciation between two phones that otherwise perform nearly identically in daily use. Yet most buyers never think about this. They obsess over chip benchmarks, camera zoom, and peak brightness, completely ignoring the single biggest cost of smartphone ownership: value lost over time.

This isn't a spec comparison. It's a money comparison. And for anyone who upgrades every 1–2 years, the decision between these two flagships could save or cost you hundreds of dollars. Let's dig into the market data and trade-in trends to see which phone truly holds value better.

The Problem: Specs Aren't the Whole Story

Flagship smartphone buying used to be simple: pick the best camera, best screen, fastest charging. But in 2026, both the iPhone 15 Pro and Galaxy S24 Ultra are already feeling their age — and their resale values are diverging faster than their benchmark scores.

When I say "resale value," I'm not talking about MSRP vs. what stores ask eight months later. I'm talking about what you actually get back when you sell your phone on Swappa, eBay, or trade it in to your carrier. That number feeds directly into your total cost of ownership (TCO) — the only metric that matters if you treat a phone as a tool rather than a collector's item.

In a recent price analysis I ran across major US resale platforms and carrier trade-in programs, the iPhone 15 Pro retained significantly more cash value after 12 months than the Galaxy S24 Ultra. But that doesn't automatically make it the better buy. Samsung counters by pumping out aggressive trade-in promotions that inflate its effective value — if you know exactly when and how to sell. That nuance is where most people get burned.

Why This Matters: Total Cost of Ownership

Let's put real numbers on the table. Assume you bought both phones at launch:

Phone	Launch Price (US)	Resale after 12 months (Avg, 2025)	1-Year Depreciation
iPhone 15 Pro	$999	~$630	$369
Galaxy S24 Ultra	$1,199	~$575	$624

Yes, the Galaxy S24 Ultura costs $200 more up front and loses $255 more in value. That means the true cost of owning the Galaxy for one year is $624 — nearly 70% higher than the iPhone's $369. Anyone who says "Samsung phones are more expensive" is right, but not for the reason they think. The difference isn't the sticker price; it's the resale cliff.

Of course, those numbers assume you sell outright. Trade-in deals tell a different story. Samsung has been running $700–$900 trade-in offers on new Galaxy devices, which can effectively boost the S24 Ultra's value if you're loyal to the ecosystem. Apple offers decent trade-in too, but the third-party resale market for iPhones is historically stronger and more liquid. That liquidity matters when you need to sell fast or upgrade without waiting for a promotion window.

The Solution: Value Retention Comparison

To help you decide, I've broken down the key factors that influence how much money you get back. This isn't just about the phones themselves — it's about the ecosystem, software support, repair costs, and market demand.

Hardware Longevity and Build Quality

Both phones are built to last. The iPhone 15 Pro uses titanium with a Ceramic Shield front, while the Galaxy S24 Ultra uses a flat titanium frame with Gorilla Glass Armor. Both feel premium and can survive drops with a good case.

But durability isn't just about the case. It's about repairability. The S24 Ultra is slightly easier to open up for a battery swap, but parts are expensive. Apple's out-of-warranty battery replacement is $99 on the iPhone 15 Pro, while Samsung charges around $75 for the S24 Ultra (via mail-in). That seems minor, but a tired battery is often the real reason people upgrade early and sell while the value is low.

Software Support and Future-Proofing

Apple's support for the iPhone 15 Pro extends for at least 5 years from launch — you'll get the latest iOS in 2028. Samsung now promises 7 years of Android updates for the Galaxy S24 Ultra, which outstrips Apple on paper. But resale value on Android doesn't reward long support as much as it rewards active security patches and the latest One UI features. In practice, both phones will be usable for years, but the iPhone's consistent software updates keep its resale market stronger among buyers who aren't tech-savvy — they just want a reliable iPhone.

Trade-In and Resale Market Dynamics

The core reason the iPhone 15 Pro holds value is simple: demand. The used iPhone market is enormous. Carriers offer similar trade-in values for both, but independent platforms like Swappa and Facebook Marketplace move iPhones far quicker. Galaxy S24 Ultras, on the other hand, are heavily discounted by carriers every few months, crashing the used price floor.

Samsung's top-tier trade-in promo on a Galaxy S25 Ultra might get you $850 off, but that's only if you buy on launch day. If you're a patient shopper who captures these deals, the S24 Ultra's "effective" cost of ownership can be lower than the iPhone's. But for anyone who just wants to sell after a year, the iPhone wins hands-down.

Total Cost of Ownership After 1 Year

Let's look at a realistic scenario: you bought at launch, kept the phone in good condition, and sold it after 12 months publicly. After subtracting platform fees and shipping, the iPhone nets you around $600. The Galaxy nets around $550. Add back the $200 launch price difference, and you're out an extra $250 with Samsung.

That $250 can buy an affordable accessory set or a pair of decent earbuds. It's real money that doesn't show up on a spec sheet.

Step-by-Step: How to Calculate Your True Cost

If you're choosing between the iPhone 15 Pro and Galaxy S24 Ultra today, don't just compare prices. Follow this process:

1. Determine your selling horizon. If you'll upgrade within 12–18 months, resale value is the king. If you plan to keep for 3+ years, initial depreciation matters less.
2. Check current trade-in values. Use Apple's site, Samsung's site, and a resale aggregator like Swappa. Record the highest realistic offer.
3. Subtract promotions. If Samsung is offering a $900 trade-on on a Galaxy S25, run the math on what that means for your new phone. Same for iPhone upgrade programs.
4. Add repair costs. Include one battery replacement if you're keeping past 2 years.
5. Compare TCO across phones. The phone that costs the least over your ownership period is the smarter buy — not the one with the lowest initial price.

Example TCO Calculation (18 Months)

• iPhone 15 Pro: Buy at $999 → sell at ~$550 after 18 months → TCO = $449.
• Galaxy S24 Ultra: Buy at $1,199 → sell at ~$480 after 18 months → TCO = $719.

Even after factoring Samsung's occasional $300 mid-cycle price drops, the iPhone's stronger resale demand keeps its TCO competitive — especially if you avoid carrier financing.

Pro Tips: Maximizing Your Flagship's Resale Value

Whether you choose Apple or Samsung, these habits will help you recover more money at trade-in time:

• Use a case and screen protector from day one. A tiny scratch on the display can drop your resale value by 15–20%, especially on Samsung's curved screen (the S24 Ultra's flat screen is slightly better here).
• Keep the original box and cables. Accessories in original condition add $30–$50 to a private sale.
• Sell within 3–4 months after a new flagship launch. That's when resale values plummet the most. Upgrading just before the next generation is the worst financial move.
• Use carrier trade-in deals on Samsung phones. When Samsung offers $800+ for your old phone, that can erase the resale gap. But only do it if you've already been eyeing a new Galaxy.
• Don't skip storage upgrades. The 256GB iPhone 15 Pro gains ~$50 more on resale than the 128GB version — a larger up-from investment that partially pays off.

Bottom Line

The iPhone 15 Pro holds value better after 1 year — but the Galaxy S24 Ultra can cost less if you nail a trade-in promo. For most people, the iPhone is the safer financial bet: it delivers lower total cost of ownership, easier selling, and a more predictable resale curve. For spend-conscious buyers who aren't loyal to any ecosystem, the iPhone wins.

But if you're already entrenched in Samsung's ecosystem, don't feel punished. The S24 Ultra is still a fantastic phone — it just demands smarter selling discipline. Wait for a trade-in window, buy at a discount, and your actual cost can be comparable.

Before you decide, read our roundups of cheaper alternatives — you might discover you don't need a flagship at all:

• 7 Cheaper Alternatives to iPhone 15 Pro Max in 2026
• 7 Cheaper Alternatives to Galaxy S24 Ultra in 2026

Your wallet will thank you.

Frequently Asked Questions

What factors affect smartphone resale value?

Key factors include brand reputation, software support, hardware condition, repair costs, and market demand. iPhones typically benefit from longer software updates and a larger resale market, boosting their value. Galaxy phones lose value faster due to frequent carrier deals and lower demand. Physical condition, battery health, and original accessories also play a role.

How to calculate total cost of ownership for a smartphone?

Subtract the resale value after your ownership period from the original purchase price. Include upfront costs, taxes, and any repair or battery replacements. For example, if you buy a $999 phone and sell it for $630 after a year, your TCO is $369. This shows the true financial impact of owning a device, beyond just the sticker price.

Why do iPhones hold their value better than Samsung Galaxy phones?

iPhones benefit from a larger, more liquid resale market, consistent software updates for 5+ years, and strong brand demand. Samsung's Galaxy flagships face steeper depreciation because of aggressive carrier trade-in deals and a perception that Android phones age faster. This makes the Samsung's resale value drop more quickly, despite similar hardware.

When is the best time to sell a flagship phone to maximize its resale value?

Sell within the first year, ideally before a new model launches. Prices drop sharply after a new release. For the Galaxy S24 Ultra, selling before early 2025 promotions expire preserves value. For the iPhone 15 Pro, selling 3-6 months before the next iPhone debut (around September) captures the highest demand. Avoid waiting until the battery degrades.