Apple, Google, and Samsung are making the argument for a $1,000 smartphone tougher than ever. Now all eyes are on the iPhone 12.

a laptop computer sitting on top of a table: Apple's iPhone 11 lineup Hollis Johnson/Business Insider

© Hollis Johnson/Business Insider
Apple’s iPhone 11 lineup Hollis Johnson/Business Insider

  • Apple, Google, and Samsung have all launched new smartphones in recent months that offer high-end features at a much more affordable price.
  • The latest in this trend is Google’s Pixel 5, which was announced on Wednesday and costs $100 less than its predecessor, the Pixel 4, did at launch.
  • Samsung also just launched a cheaper version of the Galaxy S20 that comes with 5G, a large borderless screen, and a triple-lens camera.
  • Now, all eyes will be on Apple to see how it prices the iPhone 12 lineup in a market that’s already saturated with more affordable 5G phones.
  • Visit Business Insider’s homepage for more stories.

After years of sky-high prices, major smartphone makers are changing their ways — and Google’s new Pixel 5 is just the latest example.


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Google’s newly announced $700 Pixel 5 is the

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