Nokia revealed pricing for its Lumia 920 and 820 smartphones. Pricing for Nokia's newest offerings matches that of the highest-end iPhone model and eclipses that of top-end Android devices. 

The highest price point for Lumia 920 is $800 unsubsidized (off-contract), more than the highest-end Samsung Galaxy S3, and similar to the iPhone 5. The next price down for Lumia 920 is $650. European pricing is higher but is probably irrelevant for most users considering that the phones are available carrier-subsidized.  The carrer-subsidized cost of the phones remains to be seen, though the $149-$199 range seems likely.

As Wired pointed out, comparisons will immediately be drawn with competitors like Apple and Samsung.

Android devices appeal to a wide range of consumers because Android device manufacturers offer so much variation in hardware, though sometimes at the cost of consistent user experience. Windows Phone's user experience is consistent across devices, which may make WP8 more competitive.

"There are two types of buyers: One that buys on price and one that buys on brand," Business professor of Queens University John Plinuissen added to Wired. Apple is probably the best example of brand loyalty; five million iPhones were sold in the first week on the market.

"If Microsoft and Nokia want to see significant adoption, they must simply make devices cheaper," Windows Phone developer and co-founder Jake Poznaski said. He now works at Random Salad Games, founded by himself and Computer Scientist Sam Kaufmann. 

Getting consumers, and therefore developers, on-board is also key for Microsoft. Data earlier this year revealed that Windows Phone sees just over 100 apps submitted each day, compared to over 700 on iOS. The launch of Windows 8 is a challenging moment for the company: it needs developers to adopt the operating system. The ability to develop applications simultaneously for both operating systems due to Modern UI may help attract developers.

Windows Phone 8's launch is to be announced. Windows 8 launches Oct. 26 worldwide.