Google Pixel Depreciation Report

Over the years, Google Pixel phones have claimed their spot among the Android community and you can see Pixel phones in the wild more often now than 5 years ago. With Pixels becoming a decent contender for your upgrade choice, we’ve crunched the numbers to reveal depreciation patterns of Google Pixel phones. We’ve analysed trade-in prices of the past four generations of flagship Pixels (Pixel 6, 7, 8, 9) and uncovered how well they retain their value over the first 12 months on the market and how it might impact future Pixel releases.

How Does Depreciation of Pixel 6, 7, 8 and 9 Compare?

Although Apple holds the largest share of the premium handset market - 62%, according to Counterpoint’s 2025 Report, it’s Google who deserves a shoutout for doubling their YoY global smartphone sales. Thanks to Google Pixel 9 series igniting consumer confidence in the brand and offering a truly premium experience. 

With Pixel phones selling like hotcakes, we’re concerned about the handset value retention as our trade-in data suggests unstable depreciation rates. 

There is no strong, consistent trend where 256GB or 512GB Pixel models retain value significantly worse than 128GB models, like we’ve documented in our iPhone depreciation study. However, the worst depreciation figures are found in some of the highest-capacity, highest-RRP Pixel 8 Pro and 9 Pro XL models.

The Pixel 9 generation, which averaged at 60% depreciation has shown a positive trajectory after the tragic first 12 months Pixel 8 series have undergone. However the depreciation of the Pixel 9 series hasn’t fallen behind what the Pixel 6 lineup has experienced, and in our opinion the new Pixel 10 series won’t be as lucky in beating depreciation, so it might be a hard sell for upgraders. Comparing Pixel flagships to its Samsung competitors, Galaxy S series are depreciating at a slower rate.

The Worst Pixel Phones for Retaining Value

You don’t need to look far to conclude that the Pixel 8 series is the most depreciating release across four generations of the Pixel flagships. The top of the table is dominated entirely by the newer, more expensive 'Pro' models. The data shows a massive depreciation spike for the Pixel 8 generation (67.7% average) compared to Pixel 7 lineup, making it the worst value-retaining generation by a significant margin and failing to justify its “premiumness”.

This is highly counter-intuitive, as the Pixel 8 was the first generation to come with a 7-year software update commitment. This suggests that, at the 12-month mark, the market does not value the long-term software support as highly as other factors, such as the initial higher retail price which spiked by 14% from £599 for Pixel 7 128GB to £699 for its successor. Also, the introduction of the 512GB in the Pixel 8 series for the first time or the severity of discounts offered shortly after launch were key factors in shaping the range’s depreciation trends.

The Best Pixel Phones For Value Retention

The Pixel 7 generation is the clear winner for value retention after the first 12 months on the market, with an average depreciation of only 58% across the series. The main reason as to why the best performers are primarily the base models is that they hit a "depreciation floor" much faster than the expensive Pro models, and yes there’s a massive upfront loss of at least half of the value. 

Even 4 years down the line, a Pixel 6 128GB in good working condition can still fetch up to £56. Over the next three years (Years 2-4) post release, the phone lost an additional £220.08. While this is a significant drop, the rate of loss relative to the original price slowed down dramatically. The total depreciation after four years on the market is close to 90%.

Pixel A-Series Depreciation: Not the Best Bang for Your Buck

The A-series models were introduced as good value for money for those who seek a decent handset for non-flagship price. But our data shows that all three generations of Pixel A-series have depreciated heavily, even outperforming base flagship models.

The Mid-range appeal has faded and Google has discontinued Pixel A series, but there’s a valuable lesson for consumers to take away. While the 6a, 7a and 8a generations offered flagship-like performance with a few corners cut for £200 less, what you saved on purchasing the phone, you lost to depreciation.

The budget Pixel 6a, losing 62.97% of its value in the first 12 months, is the best A-series performer, but its depreciation is nearly identical to the worst-performing flagship, Pixel 9 Pro XL (1TB) which depreciated at 63.52% after the first year. And with every subsequent Pixel A-series release the models depreciate even worse. So despite all the power of advertising, the budget flagships are just not worth your attention and your money - you’re much better off paying the retail difference upfront and opting in for an entry level flagship.

Don’t Waste Your Money on the Google Pixel Fold-series

Although the Pixel Fold range is a relatively new addition to the Google portfolio, we’re already observing alarming depreciation trends where the Fold series have claimed the title of absolute worst value retainers.

The table above shows the value-retention disaster - both generations of Google’s foldables have had their value tank in the first 12 months, easily surpassing the worst ever depreciating flagship Pixel 8 Pro (128GB) which lost 69% of its value in the first 12 months and setting a record for the entire Pixel family. The astronomical RRP means that despite the innovation packed inside the phone, the market isn’t valuing it as luxury and what it means essentially is that owning a Pixel Fold is equivalent to costing you £117 per month to use it  in lost trade-in value alone.

Tips for Upgraders

Our data showcases that consumers pay the highest cost-of-ownership in year one, but Google's promise of 7 years of updates drastically lowers the annualised cost if you keep the phone for five, six, or seven years. Since 58% to 79% of the value is lost in the first year regardless, the long-term keeper benefits the most from the guaranteed longevity of the Pixel handsets, making its initial sacrifice worthwhile.

• For Value Retention, Go Base: If you’re an annual or bi-annual upgrader, you should choose the lowest-RRP, lowest-capacity base model (e.g., Pixel 10 128GB). This choice will minimise the absolute cash loss while achieving the best value retention.

• Pro Models are for Keepers: Pro models like the Pixel 9 Pro, which performed relatively well in the first 12 months, should only be purchased by users who plan to keep the device for 3+ years. The high initial cost means the depreciation hit is more than 50%, and the loss can only be mitigated by extending the ownership of the handset.

• Storage is a Cost, Not an Investment: Only pay for the storage you genuinely need, as extra capacity offers little to no protection against depreciation.

• Avoid Budget Series: No matter how good the budget line of phones looks, do not even consider it, as you’re better off opting in for the entry level flagship than losing the majority of your purchase’s value to drastic depreciation.

• Too Early for Foldables: Buying any foldable from Google portfolio at launch is a financial disaster if you plan to trade it in after one year. The premium features do not command a proportionally higher trade-in value, resulting in massive value losses. If you’re after the cool factor, consider buying a refurbished Pixel Fold.