The trade-in deals on the Google Store usually make it worth upgrading.
Since they brought out the Pixel line, they've done the excellent trade in deals, with a gift of some kind worth at least £150. Last couple years the gift was the £250 extra on trade in, plus the subscription for Google One. In the past they gave away Bose wireless headphones, or their own in ear pods. I did skip upgrading a couple years cos either the gift wasn't as good or I didn't like the model. The below is from end of last year.
I've had the Pixel 1, 2, 5, 6, 8, 9, 10. Wasn't a fan of the 3, 4, or 7 so skipped those.
The trade in as well, it doesn't have to be a Google phone, they also take iPhones and Samsung and others, and they sometimes pay out more for those than Google's own phones
