Stockholm: Microsoft Corp announced the Lumia 830, its first flagship smartphone since it bought Nokia Oyj’s devices unit for about €5.4 billion ($7.2 billion) in April.

The device has a 5-inch display and a 10-megapixel camera, will cost about €330 before taxes and subsidies and starts shipping this month, the software giant said on Thursday at a conference in Berlin. Microsoft also showed the Lumia 730 and Lumia 735, which will cost €199 and €219, respectively.

We’re bringing those flagship experiences to a more affordable price segment, Chris Weber, head of mobile devices sales at Microsoft, said at the conference. Apple can’t say that and Samsung can’t say that.

Microsoft chief executive officer Satya Nadella is struggling to boost the market share of Windows Phone, which was 2.5% in the second quarter. Consumers are opting for devices made by Apple Inc or powered by Google Inc’s Android software, which together represent 96% of smartphones, according to data from IDC.

Samsung on Wednesday unveiled two new smartphones and showed off a virtual-reality headset, developed with Facebook Inc’s Oculus unit, and a new smartwatch. Apple is holding a 9 September event, where the company is said to be preparing to debut new iPhones and a wearable device, Bloomberg News reported on 28 August.

Microsoft in July announced the biggest job cuts in its history, planning to slash 18,000 positions as the company integrates Nokia’s handset unit.

Microsoft shares have jumped 20% this year, giving the Redmond, Washington-based company a market value of $370 billion. BLOOMBERG