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That's at the low end of 'flagship phone' list price and I take $550 as a list price. If demand is high, then it will hold for a while.

For a person who is buying a phone in part around their interest in the quality of the camera and assuming the camera performs well, then it may be worth a premium.

I don't think 550$ is too steep, if you compare with phones like samsung s7 (670$), huwaei p9 (500$), 1plus3 (600$).

The oneplus 3 is $400, but I agree.

I think it's meant to compete with Kodak DSLR cameras.

Kodak sold their last DSLR a decade ago. Which is a shame, because they were the ones that pretty much invented the field.