The 10th iteration of the iPhone is expected to hit the market pretty soon. And those nervous that it will come in with top dollar price tag can rest easy. According to a note published on Business Insider, the 10th anniversary iPhone (most likely called the ‘iPhone 8’ or ‘iPhone X’) is going to be priced south of $1,000, contrary to previous rumors.

“Apple is about mainstream luxury, so a $1,000 phone seems less likely,” wrote UBS analysts Steven Milunovich and Benjamin Wilson on Tuesday. “We expect Apple to price the anniversary iPhone with 64GB at $850-900, a slight premium to the Samsung Galaxy S8 Plus.”

“Samsung’s S8 Plus has a 6.2-inch screen, larger than the 5.8-inch screen expected on the OLED iPhone,” they added later. “This limits Apple’s ability to price too high.”

The company is expected to push three phones into the market come September, namely the iPhone 7s, 7s Plus, and the anniversary edition (called names aplenty, like: the iPhone 8, the iPhone 10, the iPhone X, and so on). The anniversary edition, however, is reportedly facing delays and might not even be pushed through during Apple’s staple September launch.

It is, no doubt, the most-awaited phone the company will be putting out, following the announcement of an edge-to-edge “true tone” display, and the rumors of bringing back “water drop” technology and on-screen fingerprint sensor.

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