AT&T Offers Up to $1,300 Galaxy S26 Trade-In Credits and $0.99 Bundles
AT&T offered up to $1,300/$1,100/$900 Galaxy S26 trade-in credits on its Unlimited Starter SL plan and $0.99/month tablet and watch bundles under its Value Plus tier. Its steady-state subsidy model targets retention and predictable gross adds but faces differentiation challenges as Verizon and T-Mobile ramp flagship promotions.
1. US Smartphone Promotional Landscape
February 2026 saw 724 new smartphone promotions across major US carriers, with Verizon leading at 289 offers, AT&T at 186, and T-Mobile at 164. Trade-in and bundle promotions dominated, with Samsung and Apple devices receiving roughly 473 and 199 subsidies respectively.
2. AT&T's Measured Promotion Strategy
AT&T deployed tiered Galaxy S26 trade-in credits of up to $1,300/$1,100/$900 on its Unlimited Starter SL plan and introduced companion-device bundles at $0.99/month on Value Plus. This approach emphasizes consistency and retention, leveraging bundles and upgrade mechanics without escalating subsidy volatility.
3. Financial Implications for AT&T
The steady-state model supports predictable gross adds and retention but may struggle to stand out as competitors increase flagship incentives. Maintaining clear messaging on simplicity will be critical for AT&T to defend ARPU growth and minimize churn under competitive pressure.