The value of branding
Erm, guys, this is lovely. But isn't selling new kit pretty important?
This one of the things Apple does all the time and gets plaudits for it.
It doesn't cost Samsung anything to do this and it adds value to the existing phones. This should make people more confident that they made a good choice which is important at the competition hots up and it's not as if owners of the Samsung 10 can be expected to want to switch any time soon: next to an I-Phone the S10 has become the corporate handset for many, not least because Samsung has committed to several years of full updates and things like One UI and DeX continue to improve.