Assurant’s latest data shows its trade-in and upgrade programs returned € 1.34 billion to consumers in the second quarter of 2025. This represents an 8% rise from the first quarter, and a 60% surge compared to Q2 2024. The record-breaking figure highlights the growing popularity of trade-in programs, supported by an increase in promotional offers during the first half of the year.
Apple iPhone 13 remains the leader
The Apple iPhone 13 continued its dominance as the most traded-in device for the fourth consecutive quarter in the USA. The model remains the clear leader across trade-in and upgrade programs. The Samsung Galaxy S22 Ultra held its position as the top Android device, also for the fourth quarter in a row. Other Apple devices such as the iPhone 13 Pro Max, iPhone 12, iPhone 11, and iPhone 13 Pro featured prominently among the most traded models.
Consumers hold on to devices longer
The average age of traded-in smartphones in the USA reached 3.88 years, the highest ever recorded. This trend suggests consumers are extending the life of their devices while recognizing that even older models still retain residual value. Many of these devices are now entering the secondary market when they might previously have remained unused.
Financial and environmental impact
Average trade-in values in the U.S. reached € 146 for Apple iPhones and € 78 for Android smartphones. On a global scale, Apple devices consistently hold stronger trade-in value compared to Android models. This financial return, combined with the environmental benefits of extending device lifespans, highlights the vital role of trade-in programs in supporting the circular economy and reducing e-waste.
The noticeable gap between U.S. trade-in values and those in other regions can largely be explained by product mix, the scale of Assurant’s American programs, and the cosmetic condition of devices. It is likely that a higher proportion of older models (Apple) and entry-level (Android) smartphones are traded in within the U.S. market, which brings down the average value compared to other regions.
A more intentional upgrade cycle
The Q2 2025 data illustrates a shift in consumer behaviour toward a more deliberate upgrade cycle. With € 1.34 billion returned through trade-in programs, consumers are strategically using device value to offset the cost of upgrades. For carriers, retailers, and manufacturers, this is a strong signal that trade-in programs combined with timely promotions remain powerful tools to engage customers and drive revenue growth.
Looking ahead
The rise of AI-capable smartphones could further accelerate upgrade cycles. While adoption has been gradual, interest is growing as AI features evolve from simple tools to personalized solutions. This shift is expected to bring younger devices into the trade-in market over the coming quarters. We wonder what the Apple iPhone 17 launch next week will do to the global secondary mobile market.
Market
Trade-in
Repair
Refurbishing
