Choose your UK phone brand before you pick a network
Apple iPhone or Samsung Galaxy: the two brands that together account for the vast majority of UK smartphone sales. Deep-dive editorial guides on every model, OS update window, pricing and which UK network suits each brand best.
~50%
UK smartphones sold are iPhones, making iOS the market leader
7 yrs
Apple iOS update support window for recent iPhone models
7 yrs
Samsung One UI update promise on current Galaxy S flagships
£200
Entry-level Android UK price for a new handset from Samsung
The UK handset market is effectively a two-brand duopoly. Apple holds roughly half of all UK smartphone sales and Samsung leads among Android devices, with Honor, Huawei and others sharing the remainder. The brand decision is really an ecosystem decision: choosing iOS commits you to iCloud, iMessage and Apple Watch; choosing Android means Google Play, greater hardware choice and a broader price range from sub-£200 up to £1,800 foldables. See every brand compared in our phone brand directory.
These two editorial guides explain the full picture for each brand: model lineups, update windows, warranty terms and where to buy on contract in the UK. Once you have picked your ecosystem, compare the UK mobile networks to find the cheapest place to get it on contract.
The two brand pillars
Start with the brand that matches your ecosystem
Apple and Samsung between them account for the vast majority of UK smartphone sales. Pick your camp first, then dig into ranges, pricing and contract options.
Apple iPhone guide
Every Apple iPhone model still sold in the UK, the iOS update window for each, and how UK contracts and SIM-free prices compare between Apple Store, networks and aggregators. The definitive UK buyer's reference for iPhone.
Read the brand guideSamsung Galaxy guide
Samsung Galaxy A, M, S and Z series compared for UK buyers. Which sits where on price, the One UI update promise by range, and the Samsung Care+ protection plan explained in plain English.
Read the brand guideEvery brand guide in one place
Filter all 2 brand guides
Tap a filter to narrow by operating system: iOS for iPhone, Android for Samsung Galaxy.
Apple iPhone guide
iOS ecosystem
Every Apple iPhone model still sold in the UK, the iOS update window for each, and how UK contracts and SIM-free prices compare between Apple Store, networks and aggregators. The definitive UK buyer's reference for iPhone.
Samsung Galaxy guide
One UI
Samsung Galaxy A, M, S and Z series compared for UK buyers. Which sits where on price, the One UI update promise by range, and the Samsung Care+ protection plan explained in plain English.
Related brand and network pages
Jump straight to the page you need
Eight of the most useful brand, network and retailer pages in one click. Use them once you know which brand you are buying.
Apple iPhone directory
All UK iPhone models and prices
Honor phones directory
Mid-range value, flagship cameras
Huawei phones directory
Hardware without Google apps
EE for iPhone
Largest UK network, deep Apple stock
giffgaff for Android
Flexible 30-day SIM-only plans
Mobile deals guides
Cheapest iPhone and Galaxy contracts
Mobile Phones Direct
Cashback-by-redemption experts
All phone brands
Full UK brand directory
Tailored to how you use your phone
Which brand suits your situation?
The right brand depends on your ecosystem, budget and whether you are upgrading mid-contract. Pick the closest fit to find the right guide.
Apple ecosystem user
Already on iCloud, AirDrop, Apple Watch or iMessage? Switching away from iOS is real friction. The iPhone guide maps every UK model still sold, the iOS update window for each and the contract maths on the cheapest plans.
iCloud + Watch
Core Apple ecosystem lock-in
Android value buyer
Want a capable handset without paying iPhone prices? The Samsung Galaxy A series starts at around £200 new. The Galaxy guide breaks down every range, from the affordable A15 to the flagship S25 Ultra, with One UI update terms for each.
£200 to £400
Samsung Galaxy A series UK range
Already on a contract
Mid-contract and weighing up your next upgrade? The brand directory compares trade-in values, early-exit fees and whether buying the phone outright and moving to SIM-only saves money over a new 24-month deal.
Trade-in path
Mid-contract upgrade options
3 steps to pick a UK phone brand
How to pick a UK phone brand in 3 steps
The brand choice determines everything else: the OS, the app store, the update window and ultimately the resale value. Three short steps settle it before you sign.
Lock the OS: iOS or Android
This is the most consequential decision. iPhone means iOS, tight Apple ecosystem integration and typically 6 to 7 years of updates. Android means Google Play, more hardware and price variety, and update windows that vary sharply by brand and range.
Pick range and budget tier
Within each brand, the range determines the price and the features. iPhone SE is the entry point; iPhone 16 Pro Max is the flagship. Galaxy A is everyday mid-range; Galaxy S is premium; Galaxy Z is foldable. Match the spec to your actual usage.
Match to the best UK retailer or network
EE and Vodafone carry the deepest Apple stock. Three and giffgaff are strongest for mid-range Android. Buying the phone outright and adding a SIM-only plan usually saves £100 to £300 over a 24-month bundled contract.
The two-brand UK handset market
Apple and Samsung: the numbers that matter
Two brands share the vast majority of UK smartphone sales. Understanding the key metrics for each - market share, update commitment and resale value - makes the brand choice much clearer before you sign a 24-month contract.
iPhone
Roughly half of all UK smartphones sold; highest resale value on the market
Galaxy
Android market leader; widest UK range from £200 A-series to £1,800 foldables
Resale
iPhones typically retain 50 to 60% of value at 2 years; Galaxy S retains 35 to 45%
Source: Kantar UK smartphone OS data, Apple and Samsung UK support documentation, July 2026.
Phone brand guides FAQ
The Selectra expert answers your questions
Apple still leads overall. Recent iPhones receive iOS updates and security patches for 6 to 7 years from launch. Samsung has matched that commitment on current Galaxy S flagships with its own 7-year One UI update promise. However, Samsung's mid-range and budget Galaxy A and M models get a shorter window, typically 4 years of OS upgrades and 5 years of security patches. Honor and Huawei rarely exceed 3 to 4 years.
Since the 2019 US-China trade restrictions, Huawei handsets launched after May 2019 cannot ship with Google Mobile Services. That means no Play Store, Gmail, Google Maps or YouTube pre-installed. Huawei uses its own AppGallery instead, which has a smaller app catalogue. The hardware on recent Huawei phones is genuinely competitive, but the missing Google services are a real-world limitation for most UK buyers. Check our Huawei UK guide for the full picture.
iPhone consistently holds its value better on the UK second-hand market. A two-year-old flagship iPhone typically retains 50 to 60% of its original price. A comparable Samsung Galaxy S retains around 35 to 45%. Mid-range Galaxy A and M models depreciate faster still. If you upgrade every two years and trade in, the resale premium can make an iPhone effectively cheaper over the cycle despite the higher initial price.
Samsung committed to 7 years of OS upgrades and security patches starting with the Galaxy S24 series launched in 2024. That means a Galaxy S24 bought today will receive Android OS upgrades until 2031. The same promise applies to the Galaxy Z Fold and Z Flip foldables from the same generation. Older Galaxy S models and the mid-range Galaxy A series have shorter windows, typically 4 years of OS updates. Full details in our Samsung Galaxy guide.
Buying outright and adding a SIM-only plan is almost always cheaper over 24 months. Pay Monthly contracts bundle the handset cost into monthly payments, often with implicit interest. Buying the phone on 0% finance or outright, then pairing with a 30-day or 12-month SIM-only plan, typically saves £100 to £300 over the same period. The contract route only makes sense if you genuinely cannot fund the upfront cost or if the network is running a cashback promotion that offsets the difference. Check Mobile Phones Direct for cashback-by-redemption deals.
EE and Vodafone consistently carry the deepest stock of iPhones and often have the earliest availability on new models. Sky Mobile is worth checking for longer upgrade cycles on Apple hardware. For the cheapest iPhone contract, buying SIM-free and using giffgaff, iD Mobile or Smarty on a 30-day SIM-only plan usually beats any network direct price. See our EE network guide and the Apple iPhone guide for current pricing.
Samsung structures its UK lineup into three main ranges. The Galaxy S series is the premium tier (S24, S25 and Ultra variants), with top-end cameras, the full 7-year update promise and prices from around £800. The Galaxy A series is mid-range, from around £200 for the A15 up to around £500 for the A55, with 4-year OS update windows. The Galaxy Z series covers foldables (Fold and Flip), priced from around £1,000, with the same 7-year update commitment as the S series. Full breakdown in our Samsung Galaxy guide.