iPhone vs Samsung Wholesale: Which Holds Better Value for Resellers?
Every wholesale buyer asks the same question at some point: iPhone or Samsung? Both are in demand, both move in the secondary market, and both can be sourced in volume across Europe. However, the data tells a clear story about which holds better wholesale value, turns faster, and generates more consistent margins for European resellers. This iPhone vs Samsung wholesale comparison breaks it down by the numbers, by model tier, and by market so you can make a more informed inventory decision.
The core question in iPhone vs Samsung wholesale
Wholesale buyers do not think the way consumers do. A consumer chooses a phone based on features, camera quality, or brand loyalty. A wholesale buyer thinks about depreciation, turnover speed, grade sensitivity, and how quickly a batch converts into cash. Consequently, the iPhone vs Samsung wholesale question is not about which phone is better. It is about which phone makes you more money over a six to twelve month inventory cycle.
The answer depends on three factors: how much value the device retains over time, how quickly it sells in your target market, and how predictably you can grade and price it. On all three measures, the data currently favours iPhone for European wholesale buyers, though the gap is narrowing in ways worth understanding before you commit your next significant inventory purchase.
Value retention: what the data shows
The most important metric in used device wholesale is depreciation. A device that holds value longer gives you more pricing flexibility and more time to sell. It also reduces the risk of holding stock that has dropped below your purchase price.
In 2026, iPhones retain 60 to 70% of their original value after one year, depending on model and grade. Samsung Galaxy S series devices retain approximately 46 to 53% after the same period. Over four years, the gap widens further: iPhones hold 60 to 70% of long-term value, while Samsung drops to 40 to 50%.
However, there is an important nuance. Samsung's Galaxy S depreciation improved by 5.3 percentage points between 2022 and 2025, falling from 51.9% to 46.6%, and analysts project the gap with iPhone could narrow significantly by mid to late 2026. That trajectory matters for wholesale buyers planning their inventory strategy beyond the next few months.
Furthermore, iPhones depreciate at roughly half the rate of the average Android flagship over the first one to two years, with Samsung's Galaxy S series being the closest Android competitor. For wholesale buyers who turn stock within three to six months, that difference in early depreciation is where margins are made or lost.
Source: SellCell, RecyclePro UK, Swappa resale analysis 2026. Values are weighted averages across grades. Via refreshedapples.com
Why iPhones hold wholesale value better
Understanding why iPhone holds value is as important as knowing that it does. There are four structural reasons, and they are unlikely to change quickly.
- Software support duration: Apple supports iPhones with iOS updates for five to six years or more, keeping older devices relevant in the secondary market
- Ecosystem lock-in: iPhone users consistently upgrade to another iPhone, creating persistent secondary market demand
- Simpler product range: four models per year versus Samsung's dozens, making grading and pricing more standardised
- Global brand recognition: an iPhone 13 is instantly desirable in any European market, sustaining demand as the device ages
Software support duration
Apple supports its devices with iOS updates for a minimum of five to six years from launch. In practice this is often longer. The iPhone 13, launched in 2021, still runs the latest iOS in 2026, which means it does not feel old to buyers in the secondary market. A device that runs current software commands a higher price and sells faster than one that is approaching end of support.
Samsung committed to seven years of updates starting with the Galaxy S24 series in 2024. That commitment is significant and will change the Samsung secondary market over time. However, older Samsung models still depreciate faster. The market has not yet fully priced in Samsung's new support policy.
Ecosystem lock-in
The 82% iPhone retention rate among users is not purely about brand loyalty. It is about switching being too much effort. Every year, iPhone users add more to iCloud and rely more on iMessage. That makes switching harder. That lock-in creates persistent secondary market demand because iPhone users upgrade to another iPhone rather than switching to Android. For wholesale buyers, persistent demand means consistent sell-through rates.
Simpler product range
Apple releases four main iPhone models once a year. Samsung releases dozens of phones across multiple tiers. Apple's limited lineup makes it easier for buyers to know exactly what they are getting. It also keeps the used market from being flooded with confusing variations. For wholesale buyers this means easier grading, more standardised pricing, and less risk of buying a model that has low secondary market recognition.
Global brand recognition
An iPhone 13 or iPhone 14 is instantly recognisable and desirable in any European market. The brand carries premium connotations that sustain demand even as the device ages. Samsung has strong brand recognition but operates across a much wider price spectrum, which makes its secondary market more fragmented and harder to price consistently.
Where Samsung has a genuine advantage
A fair iPhone vs Samsung wholesale comparison requires acknowledging where Samsung genuinely wins. There are three areas worth taking seriously.
Entry price and margin on lower grades
Samsung devices in B and B/C grade are typically cheaper to source than equivalent iPhone grades. For buyers serving price-sensitive markets, Samsung can offer better margin on lower grade stock. This also applies to buyers equipping large workforces where cosmetic condition matters less. The lower entry price reduces the capital required per unit, which matters when you are buying in volume.
Eastern European and price-sensitive markets
In Western Europe, iPhone dominates the secondary market. However, in Eastern European markets where average incomes are lower and price sensitivity is higher, Samsung's lower price points give it stronger demand in the secondary market. Resellers selling into Poland, Romania, Bulgaria, or the Czech Republic may find Samsung turns faster. It depends on the buyer segment.
The foldable and premium Android segment
Samsung's Galaxy Z Fold and Z Flip series occupy a niche that Apple does not yet address in the used market at scale. The iPhone Fold is expected in late 2026 but used inventory will not be available for some time. For resellers who have buyers specifically requesting foldable devices, Samsung is currently the only serious option.
iPhone vs Samsung wholesale by model tier
The value retention and demand picture looks different depending on which generation you are buying and selling. Here is how the most actively traded models compare for European wholesale buyers right now.
Budget tier: iPhone 12 and 13 vs Galaxy S21 and S22
These are the volume movers. Most wholesale buyers spend the majority of their budget in this tier because the entry price is accessible and the demand is broad. iPhone 12 and 13 remain in active demand across Europe because both still run current iOS and are recognisable to end consumers. Galaxy S21 and S22 sell well in price-sensitive markets but depreciate faster and face growing competition from newer Samsung mid-range models entering the secondary market.
For European wholesale buyers in this tier, iPhone consistently outperforms Samsung on sell-through speed and price stability. The iPhone 13 in particular is one of the strongest performers in the European used market in 2026 because it hits the sweet spot of modern features, iOS support longevity, and accessible wholesale pricing. Read our full breakdown of the best used iPhones to stock as a reseller in Q3 2026 for more detail on this tier.
Mid tier: iPhone 14 and 15 vs Galaxy S23 and S24
This is where margins are strongest and where the most serious wholesale buyers operate. iPhone 14 and 15 models have entered the secondary market in significant volume following trade-in cycles and are now trading at wholesale prices that allow strong retail margins across European markets.
Galaxy S23 and S24 models are competitive in this tier and Samsung's improved depreciation trajectory is most visible here. However, iPhone still leads on sell-through speed in Western Europe. A used iPhone 15 in AB grade moves faster than an equivalent Galaxy S24 in the same condition across the UK, Netherlands, Germany, France, and Scandinavia because the buyer pool is larger and more consistent.
Furthermore, the iPhone 15 series carries an additional advantage heading into Q4 2026. As the iPhone 18 Pro launch approaches in September, iPhone 15 pricing will soften further. That creates a window to acquire stock at competitive wholesale prices. Once buyers who cannot afford the iPhone 18 Pro enter the secondary market, prices will push back up. Read our iPhone 18 price guide for more context on what the launch means for the secondary market.
Premium tier: iPhone 15 Pro and 16 Pro vs Galaxy S24 Ultra
At the premium end of the used market, both iPhone and Samsung operate on tighter margins and smaller volumes. iPhone 15 Pro and 16 Pro models command the highest wholesale prices and the strongest retail demand in Western Europe. The Galaxy S24 Ultra has a dedicated buyer segment but its secondary market is narrower and more volatile.
For most wholesale buyers, premium tier devices are a smaller part of the portfolio because the capital required per unit is higher and the buyer pool is smaller. However, for resellers with corporate clients equipping senior employees or serving high-end consumer markets, iPhone Pro models consistently outperform Samsung at this end of the spectrum.
The European market specifically
The iPhone vs Samsung wholesale question looks different depending on which European market you are selling into. Understanding these regional differences helps you allocate inventory more profitably.
In Western Europe, specifically the UK, Netherlands, Germany, France, Belgium, and Scandinavia, iPhone dominates the secondary smartphone market. Apple's market share in these countries is significantly higher than the global average, which means the buyer pool for used iPhones is deeper and more consistent. Wholesale buyers selling into these markets should weight their inventory toward iPhone.
Based on secondary market demand and Apple/Samsung market share data per region. Via refreshedapples.com
Eastern and Southern Europe: where Samsung competes
In Eastern and Southern Europe, including Poland, Romania, Spain, Portugal, Italy, and the Balkans, Samsung has stronger penetration particularly in the mid-range and budget segments. Price sensitivity is higher in these markets and Samsung's lower wholesale entry price can be an advantage. Resellers serving these markets specifically may find a more balanced iPhone and Samsung mix produces better overall results.
For resellers serving multiple European markets, a 70 to 30 split in favour of iPhone is a solid starting point. It gives you volume advantage in Western markets while maintaining enough Samsung inventory for price-sensitive buyers elsewhere.
What the narrowing gap means for your inventory strategy
The most important insight from the current data is not that iPhone wins today. It is that Samsung is closing the gap faster than most wholesale buyers realise. Samsung's depreciation improved by 5.3 percentage points between 2022 and 2025, and analysts projected the crossover point where Samsung matches iPhone value retention at mid to late 2026.
For wholesale buyers, this has a practical implication. Samsung stock purchased today may hold its value better than Samsung stock purchased two years ago. If you have historically avoided Samsung wholesale because of poor value retention, it is worth reassessing. The Galaxy S23 and S24 generation is a meaningfully better proposition, particularly for Eastern European or price-sensitive markets.
However, for most European wholesale buyers, iPhone remains the safer, more liquid, and more consistently profitable inventory choice in 2026. The structural advantages of software support longevity, ecosystem lock-in, and brand recognition are not going away quickly. Western European market dominance adds to that foundation.
Where to find certified used iPhone wholesale stock
At Refreshed Apples, we supply certified pre-owned iPhones, iPads, MacBooks, and AirPods to B2B wholesale buyers across Europe. Every device passes a comprehensive hardware and software inspection before entering our inventory, is MDM-free, iCloud-free, carrier-unlocked, and carries a minimum battery health of 80%. Our standard warranty covers functional defects for 30 days, extendable to 2 years.
For current wholesale pricing and live batch availability on iPhone 12, 13, 14, 15, and 16 models, visit our stock page at deals.refreshedapples.com. Stock is updated daily and available via our WhatsApp daily stock group. For more detail on our grading system and what each grade means for your customers, read our used iPhone grades guide. For guidance on evaluating any wholesale supplier before placing a bulk order, read our supplier verification checklist.
Frequently asked questions
Do iPhones hold better wholesale value than Samsung phones?
Yes, in 2026 iPhones still hold better wholesale value than Samsung phones overall. iPhones retain 60 to 70% of their value after one year compared to 46 to 53% for Samsung Galaxy S series devices. However, Samsung's value retention has improved significantly since 2022 and the gap is narrowing, particularly for the Galaxy S23 and S24 generation.
Which is better for wholesale resellers in Europe, iPhone or Samsung?
For most European wholesale buyers, iPhones are the better choice because of stronger demand in Western European markets, faster sell-through rates, and more consistent pricing. Samsung is more competitive in Eastern and Southern European markets where price sensitivity is higher. A portfolio weighted toward iPhone with some Samsung exposure generally produces the best overall result for resellers serving multiple European markets.
Which used iPhone models hold value best in wholesale?
The iPhone 13, 14, and 15 series are the strongest performers in the European wholesale market in 2026. The iPhone 13 in particular holds value well because it still runs current iOS, is widely recognised by consumers, and trades at accessible wholesale prices. For more detail, read our guide to the best used iPhones for resellers.
Is Samsung wholesale stock getting better value?
Yes. Samsung's Galaxy S series has improved its depreciation rate by 5.3 percentage points between 2022 and 2025, driven by Samsung's commitment to seven years of software updates starting with the Galaxy S24 series. For wholesale buyers, this means newer Samsung models hold value better than older ones. The Galaxy S23 and S24 generation represent a meaningfully better wholesale proposition than the S21 and S22 generation did at the same stage in their lifecycle.
What is the minimum order for wholesale iPhones at Refreshed Apples?
Our standard minimum order is 20 units. For first-time buyers we offer a trial order from 10 units so you can verify grading and quality before scaling up. Visit deals.refreshedapples.com to browse current stock or contact us at info@refreshedapples.com for pricing.
Does the EU Right to Repair Directive affect iPhone and Samsung wholesale value?
Yes. The EU Right to Repair Directive, which became enforceable on 31 July 2026, requires manufacturers to offer repair services at reasonable prices for covered devices including smartphones. This extends the commercial viability of older used devices and supports secondary market demand for both iPhone and Samsung. For more detail, read our Right to Repair guide.