It’s not just Google that is repeatedly slashing the prices of its devices, Samsung is now running yet another discount for the latest Galaxy S24.

The Korean company has knocked 10%-off all Galaxy 24 models (the base, Plus and Ultra units) when buyers use the code “7DAYS” at checkout. As you may have guessed, the sale lasts for seven days and ends on March 19th.

Crucially, Samsung says that the 10% off voucher can be used alongside its long-running “APP5” code, which only works when devices are bought through the Samsung Shop app. The catch is that this deal only applies to shoppers in the U.K., and Samsung isn’t offering the same high trade-in prices for your old phone as it did when the S24 launched. With that said, Samsung has discounted the Galaxy S24 Ultra 512GB by $120 for U.S. shoppers.

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Samsung is also heavily pushing its Disney Plus deal, which gives Galaxy phone owners in the U.K. a free 12-month subscription to the streaming service through the Samsung Boost scheme. That offer ends on March 31st.

Samsung, Google and now Motorola have been aggressively discounting their smartphones this year. Google has repeatedly slashed the price of its Pixel 8 range since the phones launched, and it even ran back-to-back discounts at the beginning of 2024. Motorola has knocked up to $300 off its foldable Razr phone, alongside discounting every other handset in its current line-up.

In an attempt to get users to download its shopping app, Samsung is running a long-term promotion that knocks 5% off orders for first time users. Since the Galaxy S24 launched, the Korean company has also upped its trade-in prices and given away free (or heavily discounted) wearables alongside smartphone purchases.

There is some logic to this aggressive pricing. Major smartphone makers, such as Google, are hoping to push more users to sign up for their subscription services. The Search company recently added Nest Aware and Fitbit Premium to its Google One cloud storage subscription plan. I wouldn’t be surprised if we see the recently revamped YouTube Premium thrown in at some point, too.

In Samsung’s case, the company has hinted at charging users for the Galaxy S24 and S23 AI features in the future. But, to get people to join a subscription, they need to have the hardware first—hence the increasingly aggressive device price war we’ve seen play out in the last few months.

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