Upgrade prices

[Phil150]

Why are package prices for new customers cheaper than upgrade prices?

Also, why are even the new customer prices dearer than equal (or better) packages offered by other networks?

I'd like to upgrade to a new device and package but its far cheaper to just move to another network.

[MI5]

@Phil150 

There is no difference between upgrades and new customers if going direct with O2 but resellers such as Mobile phones direct can offer discounts as they get paid a commission by the networks which they pass on.