• With these launches, Motorola is setting the stage for a strategic push to address multiple segments of the smartphone market and deepen AI integration across its portfolio.
• Motorola thinks it can ride the unique value propositions enabled by flip foldables to additional ASP growth. To achieve this growth, the company is adding an “Ultra” version above the existing Plus and base models.
• Motorola is positioning Moto AI as an interface design to remove friction for users as they are faced with an increasing number of AI apps and services.

Motorola used an event in New York as the launching pad for a host of high-profile devices, from new Razr and Edge flagships to new wearables, and a host of Moto AI features. With these launches, Motorola is setting the stage for a strategic push to address multiple segments of the smartphone market and deepen the integration of artificial intelligence (AI) across its portfolio, including “moto things”.

In the US, Motorola has seen its market share in the foldable segment grow substantially in 2024. With the new expanded Razr 60 lineup, Motorola hopes to continue the momentum in 2025 and present compelling options to a broader segment of the market.

Changes to color and materials across all devices illustrate that Motorola is serious about being a premium brand that is focused on self-expression, an alternative to established market leaders.

WATCH: Moto Razr 60 Launch - Key Takeaways

The expanded Moto Razr 60 family: Reaching more foldable buyers

Motorola is making a significant bet on foldables remaining a compelling smartphone option. Foldables have not grown at a significant pace as part of the overall smartphone market, but Motorola thinks it can ride the unique value propositions enabled by flip foldables to additional ASP growth. To achieve this growth, the company is adding an “Ultra” version above the existing Plus and base models.

The move beyond the previous two-model structure allows Motorola to target a wider array of price segments of the foldable market. To drive growth, Motorola focused on enhanced durability with a titanium-reinforced hinge and stronger Corning Glass Ceramic along with premium processing power from Qualcomm’s Snapdragon 8 Elite on the Ultra.

Moto Razr 60 Ultra (Razr Ultra) - Price, Specifications and Features: This model features a 7-inch internal foldable screen and a 4-inch cover display, paired with new materials (Alcantara and wood) to give the top-of-the-line Razr Ultra a distinct look. The Ultra has a triple 50MP camera system and supports 68W wired and 30W wireless charging. In the US, its pricing will start at $1,299.

Moto Razr 60 Plus (Razr Plus) - Price, Specifications and Features: This model maintains last year’s features (including a 6.9-inch internal foldable display) but has a more durable hinge and is powered by Qualcomm’s Snapdragon 8s Gen 3 chip. The camera system has two 50MP rear-facing lenses and a 32MP selfie camera. Other key differences from the Ultra include a smaller battery at 4,000mAh and lower RAM. Materials also align with previous generations without adding wood or Alcantara. The US pricing starts at $999.

Moto Razr 60 (Moto Razr) - Price, Specifications and Features: This model features new materials/finishes, smaller displays (3.6-inch external cover display and 6.9-inch internal foldable display), a 4,500mAh battery and MediaTek’s Dimensity 7400x processor. Price in the US starts at $699. However, prepaid carriers have already announced offers to bring the price to below $350 (at Metro for under $320 with trade-in and required plan).

The three foldable devices present a formidable portfolio that should allow Motorola to address not only consumer preferences but also carrier partner portfolio requirements, better than before. For Motorola, foldables are moving beyond a niche flagship segment and becoming a key driver for broader premium segment growth.

Moto AI: An integration layer across devices

Motorola spent a lot of time talking about AI, specifically its Moto AI as an app-agnostic interface focused on the integration of third-party partners. The brand is positioning Moto AI as an interface design to remove friction for users as they are faced with an increasing number of AI apps and services. Moto AI is designed as a personal companion that works in the background, fitting into the user’s life rather than forcing adaptation of a specific app.

Perplexity (for real-time insights and task execution, and first smartphone integration), Google (Gemini and Google Photos search on external display) and Meta (first implementation on device) all made presentations during the keynote, showing Motorola’s commitment to its partners and the partners’ confidence in sharing the stage with other AI providers. Microsoft’s CoPilot was also given time during the presentation but without company representatives on stage.

Some of the key features offered by Moto AI that aim to streamline tasks include:

Catch Me Up: It summarises missed communications from various apps, with quick actions, especially helpful when you are traveling and have notifications from several apps. The feature is powered by Meta's Llama model, running on-device on eligible devices (not the base Razr).

Pay Attention: Records meetings with live transcription and speaker labels, and also generates a summary.

Remember This: Helps users organize information from notes and screenshots by adding context for easier recall.

Next Move: Provides context-aware suggestions based on screen content, aiming to reduce menu navigation or app switching and providing an experience close to “Agentic AI” experiences on other devices.

Look and Talk: Exclusive to the Razr Ultra, it enables hands-free interaction with Moto AI by glancing at the device’s intent or scan mode.

Image Studio and Playlist Studio: AI tools for creating content like stickers or playlists based on searches, content on the screen, or other prompts.

Camera Integration: Moto AI enhances photography with features like Signature Style, which learns user preferences, and Group Shot, which combines the best expressions from multiple frames.

Non-foldable premium devices: The Edge 60 family

Alongside the Razr foldables, Motorola also introduced the latest generation of Edge devices, including the Motorola Edge 60 Fusion, Motorola Edge 60 Pro and Motorola Edge 60. This continues Motorola's presence in the traditional smartphone form factor, offering options that embrace an all-around, quad-curved design with 120Hz refresh rate and borderless display. Durability features like Corning Gorilla Glass 7i and IP68/69 ratings are highlighted.

Notably, the Edge family is equipped with the Photo Enhancement Engine, powered by Moto AI, indicating that the AI strategy extends beyond the flagship foldable line. These devices also feature unique materials and Pantone exclusive colors, aligning with Motorola's focus on design.

Growing the ecosystem: Wearables and accessories

Motorola also expanded its “moto things” ecosystem with the launch of the Moto Watch Fit and Moto Buds Loop. The Moto Watch Fit is a smartwatch that integrates seamlessly with any Android device. Key features include a 1.9-inch OLED display, up to 16 days of battery life, and fast charging (a full day in five minutes). It features an aluminum frame and customizable watch faces. It is a conservative entrance into the smartwatch and fitness tracker segments. It will be keenly watched how Motorola drives AI enhancements into this form factor going forward.

The Moto Buds Loop are open-ear buds aimed at all-day usage. They minimize background noise with CrystalTalk AI to capture voice with precision for clear calls. They also feature Sound by Bose technology under a premium brand partnership. However, the most attention-grabbing feature is Motorola’s partnership with Swarovski to add a new fashion element to the form factor by having crystals on the outside of the buds – mimicking earrings.

These additions to the wearables category complement Motorola's smartphone offerings and provide opportunities for seamless multi-device experiences powered by Smart Connect, part of Motorola's future vision for Moto AI and the platform for a connected device ecosystem.

In summary, Motorola's latest launches demonstrate a concerted effort to strengthen its competitive position across multiple device categories. By expanding the Razr line to cover more price points, leveraging Moto AI as a flexible, multi-partner integration layer across its smartphones, and building out its wearables ecosystem, Motorola is positioning itself as a fashion-forward device ecosystem that can bring unique cross-device functionality to the table – not in least part driven by Moto AI.

Critical for the company in 2025 will be the utilization of the momentum the company generated in 2024 to further expand the brand’s unique fashion sense and unique user experiences. In uncertain global market conditions, Motorola is making its case to stand out from the crowd with bold colors and even bolder ambitions.