It is for upgrades too. You are also able to trade in your old cell if it is on their list of trade ins and meets their criteria (If determined damaged trade in, they still would give you $25 because they won't return your phone). I am trading my S5 in that I use and great condition for the $50 trade in, and getting the S9. I paid $1 at Best Buy several years ago with Sprint and a 2 year commitment. My bottom line total for the new S9 was $392.19 with my trade in. Samsung . com allowed my to prepay some of the cost on my credit card too. If not, that wouldn't have been a big deal for me, as the new phone will be monthly financed for 24 months with 0% interest by Sprint. They also will charge a $30 upgrade fee/activation fee (silly) but it was still reasonable "for me" so I was able to have a new phone as mine was getting full (Only 16gb) and the new one has (64gb) and a little faster.