Per-pixel lighting (with a normal map) is generally more expensive than per-vertex lighting (without). But when using normal maps, you've usually got less vertices to deal with, which helps.

And modern GPUs are plenty fast enough to do quite a bit of work per pixel, at least until the pixel count gets silly (resolutions of 4K and beyond), hence all the work going into AI upscaling systems.

(But the first coin image is from Super Mario Galaxy, a Wii game, and the Wii had a rather more limited GPU with a fixed-function pipeline rather than fully-programmable shaders)