Over the years, Google Pixel phones have firmly established their place among Android enthusiasts, with growing visibility in everyday use. Yet while the brand has gained credibility, especially with the launch of the Pixel 9 series, new data from UK-based comparison platform CompareandRecycle reveals that Google’s flagship handsets continue to struggle with value retention. The site analysed trade-in prices across four generations of Google’s premium phones, Pixel 6, Pixel 7, Pixel 8, and Pixel 9, focusing on how each model’s value declined during its first 12 months on the market. The results highlight the volatility of Pixel depreciation compared to rivals like Samsung’s Galaxy S series and Apple iPhone models.
Depreciation trends across generations
While Apple still dominates the premium smartphone segment with a 62% market share, Google deserves recognition for doubling its year-on-year sales in 2024, largely driven by the Pixel 9 lineup. Despite strong sales, depreciation remains a major concern. CompareandRecycle’s data shows that the Pixel 9 series averaged 60% depreciation after one year, showing modest improvement over the Pixel 8 lineup, which suffered the steepest value drop in Pixel history at 67.7%. Surprisingly, storage capacity made little difference to retention, contrasting with patterns seen in Apple iPhone models where higher-capacity versions often depreciate faster.
The Pixel 8 leads the loss chart
The worst performers were part of the Pixel 8 series. The 128GB Pixel 8 Pro lost nearly 70% of its value within a year, making it the single poorest value retainer across all generations. The steep retail price increase from £599 for the Pixel 7 to £699 for the Pixel 8, alongside heavy launch discounts, played a significant role in this trend. Despite Google’s promise of seven years of software updates, the market has shown that extended support does not yet translate into higher resale value. Consumers continue to prioritise price and model generation over software longevity.
Base models retain value better
The data also highlights that base models such as the Pixel 6 128GB and Pixel 7 128GB fare better, losing around 55% of their value in the first year. While this is still a substantial drop, the rate of depreciation slows significantly after the first 12 months, suggesting stronger long-term stability for these lower-tier flagships. Even four years post-release, a well-maintained Pixel 6 can still command around € 65, showing that the steepest declines occur early on. By comparison, the average annual loss during years two to four is far smaller than the initial depreciation hit.
Pixel A-series and Fold disappoint
Mid-range Pixel A-series phones, originally marketed for their affordability, have not fared better. The Pixel 8a lost over 65% of its value within 12 months, nearly matching the losses seen in high-end Pro variants. With Google now discontinuing the A-series, the data suggests consumers gain little by opting for budget flagships.
Meanwhile, the Pixel Fold lineup has proven to be the worst investment of all. Both generations of the foldable phones lost between 75% and 79% of their value in the first year, representing a record depreciation rate. With RRPs starting from € 2030, early adopters of the Pixel Fold effectively lose around € 136 per month in trade-in value alone.
Practical advice for Pixel buyers
CompareandRecycle’s findings make clear that the cost of ownership is highest in the first year, but long-term users benefit the most from Google’s extended software support. Buyers aiming to minimise depreciation should opt for the lowest-capacity base models, while Pro and Fold devices are best suited for those keeping their phones for several years. High storage capacities offer little added resale protection, and the data suggests that refurbished or second-hand Pixel phones may provide far better value than purchasing new.
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