Samsung’s launch of the ultra-thin Galaxy S25 Edge (5.8 mm) is making waves. As the first of the major phone-makers to lead with a slim flagship in 2025, Samsung may be trying to get ahead of Apple, which is expected to release a similarly thin Apple iPhone variant in September. While the Samsung Galaxy S25 Edge is likely to appeal to Samsung fans, the real disruption comes from the Galaxy Club.
Galaxy Club targets UK market
In a bold move, Samsung has introduced Galaxy Club in the UK, a new upgrade and rewards programme available to Galaxy S25 series buyers. It promises a guaranteed 50% return of the device’s recommended retail price when customers decided to upgrade between 12 to 15 months. This offer stands out in the Android market, where resale values lag far behind the Apple iPhone.
“At Samsung UK, we’re constantly looking for ways to bring tangible benefits to our customers,” said Annika Bizon, Mobile Experience VP of Product and Marketing, Samsung UK & Ireland. “Our New Galaxy Club is designed to give Samsung users more value and flexibility as they look to upgrade to their latest Galaxy device. From money back and cash rewards to 0% financing options, this is a smarter way for our customers to experience everything that Galaxy has to offer.”
Tackling Android’s resale value gap
According to CCS Insight the average trade-in price of an Apple iPhone after one year is over 40% of the original value. For Samsung devices, that figure is just above 20%. With Galaxy Club, Samsung aims to close this gap and secure better resale values through younger, better-conditioned devices returned for upgrade.
Samsung wants faster upgrade cycles
CCS Insight data shows UK smartphone lifecycles are nearing four years. Samsung is incentivising users to upgrade sooner, using financial guarantees, SamsungCare+ (worth € 208), 0% finance with 10% deposit, and a € 59 voucher. This reduces the risk of choosing Android over Apple and encourages more frequent purchasing behaviour.
A step toward certified resale?
Galaxy Club could signal the global expansion of Samsung’s certified resale initiative, already active in the USA and South Korea. This strategic move may elevate Samsung’s standing in the secondary market and position it as a serious challenger to Apple in the space. The upcoming launch of Android 16, expected to include a built-in trade-in mode, is also likely to enhance the customer experience and streamline the upgrade process.
UK pilot could go global
If successful, Galaxy Club could be rolled out across other regions. With UK consumers gaining early access to a potentially game-changing upgrade pathway, Samsung has made it clear that it’s ready to challenge Apple on one of its biggest advantages: long-term value.
Market
Trade-in
Repair
Refurbishing
