Resale value is not just about condition or age. The brand on the back of your device is one of the strongest predictors of what it will be worth in two years. Some brands hold most of their value while others lose half before you have finished setting them up. This guide ranks the major brands by category (phones, laptops, tablets, and consoles) so you can buy and sell smarter.
Quick Answer
Apple holds value better than almost any other brand across phones, laptops, and tablets, driven by long software support, steady demand, and tight control over new pricing. Samsung Galaxy S flagships lead Android and have been closing the gap, while Google Pixel trails on demand. Gaming follows its own rules: the Nintendo Switch barely depreciates, and the PS5 can hold most of its value early. The general rule holds everywhere: premium, well-supported brands cost less to own over time.
Why Some Brands Hold Value (and Apple Leads)
A handful of factors decide whether a brand’s devices stay desirable on the used market or crater. Apple happens to score well on all of them, which is why it sets the benchmark in nearly every category it competes in.
Software support longevity is the most durable driver. Apple ships iOS and iPadOS updates for roughly 5 to 7 years after release. Most Android makers historically offered 2 to 4 years, though Samsung and Google have stretched recent flagships to as much as 7 years. A device that still gets security patches and feature updates is worth paying for used. One that is end-of-life is a liability.
Sustained buyer demand keeps prices from falling through the floor. Popular brands have large pools of buyers actively looking, so sellers compete less on price. iPhones benefit from this more than any other phone line. Obscure or discontinued models lose buyers fast, and prices follow.
Controlled new pricing protects the used market. Apple rarely discounts new iPhones or MacBooks, so the new-price anchor stays high and the used price scales off it. Brands that run frequent deep discounts on new stock drag their own used prices down, because buyers compare against the sale price, not the MSRP.
Ecosystem lock-in creates a captive upgrade market. Someone already using iCloud, AirPods, and an Apple Watch is almost certainly buying another iPhone next. That reliable demand floor keeps resale prices elevated across the board. For the full curve of how value drops over time, see tech depreciation.
Phones: iPhone Leads, Galaxy S Closes In
Smartphones show the widest brand gap in all of consumer tech. The average iPhone retains roughly 60 to 70% of its value after one year, losing only about 25 to 30% in year one, and many models still hold 60 to 70% through year two. The average Android, by contrast, retains around 40 to 50% after one year and depreciates roughly twice as fast as a comparable iPhone.
Samsung’s Galaxy S line is the clear Android leader. Galaxy S flagships hold about 45 to 55% of value after two years, and the gap with iPhone has been closing: Galaxy S depreciation improved by roughly 5 points between 2022 and 2025, with the titanium S Ultra models holding up best. Samsung’s extended software commitments and strong name recognition both help.
Google Pixel is improving on the strength of its camera and software reputation, plus a 7-year update promise on recent Pro models, but it still trails Apple and Samsung. The limiting factor is demand: Pixel’s buyer pool is smaller, so even with good support there are fewer people competing for each used unit.
Within every brand, the flagship tier holds value best. Galaxy S and Z (foldable) models hold far better than Galaxy A budget phones, and the same flagship-versus-budget split applies across Android. If resale matters, stay in the flagship tier. Note that most phones lose the largest share of value in the first 12 months, then depreciation slows over years two and three.
Laptops: MacBook vs. Dell, HP, and Lenovo
Laptops are usually brutal on value, which makes the MacBook an outlier. Apple Silicon MacBooks (M-series) retain roughly 50 to 60% of value after one year and around 40 to 60% after three years, losing only about 15 to 20% per year. The chip is the reason: Apple Silicon’s performance-per-watt leap keeps even early M1 machines fast years later, and buyers pay for that longevity. There is no real equivalent in the Windows world.
Windows laptops are a tale of two tiers. Consumer-grade machines often lose 50 to 70% in year one, with PCs averaging around 30% depreciation per year. Premium business ultrabooks from Dell, HP, and Lenovo hold up much better: a Dell Latitude or XPS, HP EliteBook, or Lenovo ThinkPad ultrabook can retain roughly 25 to 40% at three years.
The split comes down to build quality and demand. Business laptops are built to higher durability standards, designed for repairability, and actively sought used by IT buyers, developers, and small businesses who want enterprise hardware at a fraction of retail. Consumer laptops are built to a price point and compete in a market flooded with near-identical alternatives, so the used market gives them little credit.
Tablets: iPad vs. Android
The tablet gap is even wider than the phone gap. iPads hold value far better than Android tablets, full stop. Long iPadOS support means an iPad “ages gracefully,” staying current and desirable for years after release, which keeps used prices high and depreciation low.
Android tablets are the opposite story. In multi-year studies, Samsung tablets have lost roughly 75 to 84% of their value over a span of years, and most other Android slates do no better. Weak or short software support, a flood of low-cost alternatives, and thin buyer confidence in longevity all push prices toward the floor fast.
For buyers, the takeaway is simple: a used iPad is one of the safest value buys in tech, while a used Android tablet should be priced as a near-disposable purchase, not an investment you will recover much from.
Gaming Consoles: A Different Pattern
Gaming consoles do not follow the phone or laptop curve. Instead of depreciating steadily from day one, they can hold value well early when supply is constrained, then decline as the generation matures and the next console approaches.
The Nintendo Switch is famous for very low depreciation. OLED models sell near retail years after launch, helped by steady first-party game demand and limited direct competition. The PlayStation 5 can retain roughly 70 to 80% of retail in its first two years or so, propped up by exclusive titles and demand. The Xbox depreciates a bit faster, partly because Game Pass reduces the importance of any single hardware generation.
One condition note specific to consoles: a missing original controller can cut resale value meaningfully. Keep the accessories that shipped in the box if you plan to sell later.
Brand Value Retention at a Glance
| Category | Value leader | Retention vs. rivals | Why |
|---|---|---|---|
| Phones | iPhone | ~60-70% at 1 yr vs. ~40-50% Android | Long iOS support, high demand, controlled pricing |
| Phones (Android) | Samsung Galaxy S | ~45-55% at 2 yr; closing the gap | Extended support, name recognition, flagship demand |
| Phones (Android) | Google Pixel | Improving but trails | Strong software/camera, smaller buyer pool |
| Laptops | MacBook (M-series) | ~50-60% at 1 yr, ~40-60% at 3 yr | Apple Silicon longevity, strong demand |
| Laptops (Windows) | Dell / HP / Lenovo business | ~25-40% at 3 yr (ultrabooks) | Enterprise build quality, IT demand |
| Tablets | iPad | Far ahead of Android | Long iPadOS support, ages gracefully |
| Tablets (Android) | Samsung | ~75-84% lost over multi-year spans | Short support, high supply |
| Consoles | Nintendo Switch | OLED near retail years out | Low depreciation, steady game demand |
| Consoles | PlayStation 5 | ~70-80% of retail in first ~2 yr | Exclusives demand, constrained supply |
| Consoles | Xbox | Depreciates a bit faster | Game Pass lowers hardware-gen importance |
Ranges are editorial market estimates and vary by model, storage tier, and condition. For real transaction prices on any specific device, check prices on Swappa.
What This Means When You Buy and Sell
Value retention is not only a seller’s concern. It is one of the most useful lenses for buying, too.
When you buy a high-retention brand used, you are effectively renting the device cheaply. Buy a used iPhone for $550, use it 18 months, sell it for $400, and your net cost is $150. Buy a mid-range Android for $350 new, use it 18 months, sell it for $80, and your net cost is $270 at a worse experience. The math favors the premium brand more often than the sticker price suggests. To put a number on any specific device, see how much is my device worth.
For sellers, brand is one of the few variables you can lock in before you buy. If you already know you will resell in a couple of years, buying a value-holding brand used is almost always the better financial call than buying a cheaper device new. High-demand brands also sell faster and closer to asking price: a fairly priced used iPhone or MacBook moves quickly, while a commodity laptop in the same condition can sit.
When you do sell on Swappa, listing is free, and the flat 3% buyer fee plus 3% seller fee is lower than auction-site fees. Listings are staff-reviewed and verified, and PayPal handles payment with buyer and seller protection.
Frequently Asked Questions
Why does Apple hold value so much better than other brands?
Three reasons stack up. Apple supports iOS and iPadOS for roughly 5 to 7 years, so devices stay current and desirable. Demand is consistently high thanks to a huge installed base and ecosystem lock-in. And Apple rarely discounts new hardware, which keeps the price anchor high and the used market scaling off it. The result is an iPhone retaining roughly 60 to 70% after a year while the average Android holds 40 to 50%.
Which Android phone holds its value best?
Samsung Galaxy S flagships lead Android, holding about 45 to 55% after two years, and they have been closing the gap with iPhone. The titanium S Ultra models hold up best. Google Pixel is improving on software and camera reputation with long update commitments, but a smaller buyer pool limits demand-side support for its resale prices.
Do gaming consoles hold their value?
They follow a different pattern than phones or laptops. Consoles can hold value well early when supply is tight, then decline as the generation matures. The Nintendo Switch barely depreciates (OLED models sell near retail years out), the PS5 can retain roughly 70 to 80% of retail in its first couple of years, and Xbox depreciates somewhat faster because Game Pass lowers the importance of any single hardware generation.
Do iPads hold value better than Android tablets?
By a wide margin. iPads age gracefully thanks to long iPadOS support and stay desirable for years. Android tablets depreciate fast: in multi-year studies, Samsung tablets have lost roughly 75 to 84% of their value. Treat a used iPad as a solid value buy and an Android tablet as closer to disposable.
Is it worth buying a high-resale-value brand used instead of a cheaper brand new?
Often, yes. Net ownership cost (what you paid minus what you recover at sale) frequently favors a premium-brand used device over a budget-brand new one, even at similar purchase prices. You get a better experience and lose less value over the same period.
What tech depreciates the fastest?
Consumer-grade Windows laptops, Android mid-range and budget phones, and Android tablets depreciate fastest. Many lose 50 to 70% or more in the first year and have little used-market demand after two to three years.
The Bottom Line
Brand is one of the strongest predictors of what your tech will be worth when you are done with it. Apple leads phones, laptops, and tablets thanks to long software support, steady demand, and controlled new pricing. Samsung Galaxy S leads Android and is closing the gap on iPhone, while Pixel is improving but still trails. Gaming plays by its own rules, with the Nintendo Switch barely depreciating and the PS5 holding most of its value early.
For buyers, that changes how you should think about price: a used iPhone, MacBook, or iPad is often a lower net cost over two years than a cheaper alternative that depreciates to near-zero. For sellers, brand is the one factor you can control at the moment of purchase. Start from the resale-value hub or browse value-holding devices across every category.
