Motorola announced three new Android 5.1.1 (Lollipop) phones on Tuesday, including a high-end model that will be sold this fall in the U.S. as the Moto X Style Pure Edition, starting at the low price of $400 unlocked.

Analysts said despite Motorola’s pitch of offering new phones at relatively low prices but with high quality components, the company still faces tough competition from Apple and Samsung on the high end, and from dozens of small vendors that make low-priced smartphones, many of them based in China.

In the U.S. especially, the smartphone market is considered saturated. Any new phone faces difficulty standing out when buyers need to replace an older smartphone.

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