Less than three years after Apple unveiled the $ 1,000 iPhone, a $ 1,000 phone is at the low end of Samsung’s Galaxy S20 lineup. It’s possible we’re seeing a new high for what a’normal’ phone should cost, leaving plenty of room for the highest-end prices to keep climbing.

The Galaxy S20 Ultra starts at $ 1,399 and goes up to $ 1,599 for the version with 512GB of storage. That puts the Ultra in the same price range as the newest foldable phones, which have drawn criticism for their price tags.

Samsung can charge what it wants for its ultra or any other phone. Consumers are convinced that if a phone has that kind of price tag it must be worth it.

The Ultra’s signature feature is the kind of Periscope zoom camera that has been a feature of flagship Chinese phones for a while.