Kerry Wan/ZDNET
Follow ZDNET: Add us as a preferred source on Google.
Apple's new iPhone 17 lineup just dropped, but AT&T has some competitive offers on smartphones from other manufacturers. Case in point: Right now, new and existing customers can get a Google Pixel 10 Pro or Pixel 10 Pro XL free when you trade in your old Pixel phone of any year and any condition.
Also: Order the iPhone 17 at AT&T and get up to $1,100 off now - here's how
That's right. Even if it's broken, AT&T will take it. Obviously, ZDNET is aware that nothing is really "free" these days, so let's break down what "free" means in the context of this carrier offer.
This offer will net you up to $1,250 off the Pixel 10 Pro XL smartphone (or up to $1,050 off the Pixel 10 Pro), awarded over 36 monthly credits. The limited-time offer is available in select locations or online and requires the activation of a new line or an upgrade of an existing line. So you'll want to check out the full details at AT&T's website. Customers will also pay tax on the full price of the phone and an activation fee of $35 per line. So, yes, you will still owe AT&T money.
ZDNET phone reviewer Kerry Wan tested the Pixel 10 Pro XL in August, and said he was impressed with its capabilities -- so much so that it was given a ZDNET Editors' Choice award shortly after.
Also: I replaced my Samsung S25 Ultra with the Pixel 10 Pro XL for weeks - and don't regret it
The Pixel 10 Pro series received some impressive AI upgrades, and finally, its own version of MagSafe in the Pixelsnap magnetic charging system. Wan says the Pixel 10 Pro XL is more refined and ergonomic than last year's Pixel 9 Pro series, and features upgrades to the battery as well.
The Google Pixel 10 Pro. Sabrina Ortiz/ZDNET
"For longtime Pixel users eyeing an upgrade, both models are a no-brainer -- showcasing Google's best hardware to date and an Android 16 experience that feels tastefully familiar, delightfully playful, and genuinely useful," Wan says. "The Pixel 10 Pro is the way to go for users who prefer a more ergonomic and comfortable mobile experience. If mobile entertainment and fast charging are high on your priority list, consider the Pixel 10 Pro XL. "
Trade-in details
The offer is valid with the trade-in of any Google Pixel smartphone from any year, in any condition, or an eligible smartphone that has a minimum trade-in value of $35 for up to $1,050 off Pixel 10 Pro and up to $1,250 off Pixel 10 Pro XL. Alternative eligible smartphones include models from OnePlus, Apple, and Samsung, but make sure to check your device eligibility.
The offer also requires an unlimited voice and data plan starting at $76 per month before discounts, if you're a new customer with a single line. Existing customers can add to their current wireless plan (if eligible), which may be less. See att.com/unlimited for current unlimited plans. AT&T says the offer and requirements are subject to change at any time and without notice.
Looking for the next best product? Get expert reviews and editor favorites with ZDNET Recommends.
How I rated this deal
Obviously, this deal is not really "free," but rather an affordable way for customers to obtain the latest smartphones without paying up front. Carrier offers like this aren't new to the market, and consumers should be familiar with the fine print. In this case, you'll have to be on an eligible plan with AT&T, need to trade in a device (preferably a Pixel one), and you'll have to pay service and activation fees as well as taxes on the phone upfront. Regardless, this AT&T offer is still a great way to upgrade your device ahead of the holiday season, and I've given it a 3/5 editor's deal rating. It's a fairly flexible offer, but select service plans are excluded.
When will this deal expire?
While many sales events feature deals for a specific length of time, deals are on a limited-time basis, making them subject to expire anytime. ZDNET remains committed to finding, sharing, and updating the best offers to help you maximize your savings so you can feel as confident in your purchases as we feel in our recommendations. Our ZDNET team of experts constantly monitors the deals we feature to keep our stories up-to-date. If you missed out on this deal, don't worry -- we're always sourcing new savings opportunities at ZDNET.com.
How do we rate deals at ZDNET?
We aim to deliver the most accurate advice to help you shop smarter. ZDNET offers 33 years of experience, 30 hands-on product reviewers, and 10,000 square feet of lab space to ensure we bring you the best of tech.
In 2025, we refined our approach to deals, developing a measurable system for sharing savings with readers like you. Our editor's deal rating badges are affixed to most of our deal content, making it easy to interpret our expertise to help you make the best purchase decision.
At the core of this approach is a percentage-off-based system to classify savings offered on top-tech products, combined with a sliding-scale system based on our team members' expertise and several factors like frequency, brand or product recognition, and more. The result? Hand-crafted deals chosen specifically for ZDNET readers like you, fully backed by our experts.
Also: How we rate deals at ZDNET in 2025