Editor’s Desk
In Android Central’s Editor’s Desk, we explore the latest developments, trends, and significant events within the Android and mobile technology landscape each week.
Motorola has just launched its Razr 2025 series, following Samsung’s lead in North America by introducing three distinct devices in this iteration. This shift from a previous two-device strategy demonstrates Motorola’s proactive approach, which Samsung could take note of.
The Razr 2025 series consists of the standard Razr 2025, the Razr Plus 2025, and the freshly introduced Razr Ultra 2025. The latter offers top-tier specifications along with a hefty price tag. The lineup features a diverse pricing structure, kicking off at $699 and peaking at $1,299. In comparison, Samsung’s Galaxy S25 series, featuring the base S25, S25 Plus, and S25 Ultra, begins its pricing at $799 and climbs to $1,299.
When I inquired about the decision to introduce three Razr devices for 2025, Motorola explained that their aim is to “expand the lineup to offer consumers a broader selection across multiple price ranges.”
This strategy is logical, as Motorola has built its reputation on providing value-oriented devices at a lower cost (Razr 2025) while also making strides in the premium Android market with the Razr Ultra 2025. This broadens Motorola’s appeal, a tactic that has served Samsung well with its flagship series.
Three’s company
By now, we are familiar with Samsung’s strategy of releasing three flagship models (excluding the upcoming Edge), which has proven effective over multiple generations. It seems to work well enough for Samsung, as there hasn’t been a shift away from this approach. With the inclusion of the Galaxy S25 Edge, Samsung is likely to reinforce this strategy, illustrating that more choices can indeed benefit consumers.
However, despite the similar naming conventions, Motorola is charting its own path. The Razr 2025 series delivers varying specifications, from chipsets to camera configurations, contributing to a pricing structure that undercuts the Galaxy S25. Given that we are dealing with foldable devices, which typically carry a premium price, this approach is commendable.
Motorola has equipped the Razr 2025 with the AI-compatible Dimensity 7400X chipset. This isn’t a high-end flagship chip but a budget-friendly midrange option that should perform admirably for a $700 model.
(Image credit: Derrek Lee / Android Central)
According to Anshel Sag, principal analyst at Moor Insights & Strategy, Motorola’s sales volume supports a three-device lineup quite well.
“They are advancing into the premium segment with a genuine flagship that outperforms competitors on several specifications while presenting more budget-friendly alternatives, thus creating a halo effect,” Sag mentioned in an email.
This “true flagship model” comes in at a staggering $1,299, which is $300 more than last year’s Razr Plus 2024 and $200 pricier than the already high-end Galaxy Z Flip 6. Remarkably, it shares the same price as the Galaxy S25 Ultra, albeit featuring superior specs like additional RAM, more base storage, and quicker charging capabilities.
This price tag might make some consumers hesitant but could prove less off-putting than initially anticipated.
“I anticipate that this won’t be too problematic, given Motorola’s range of capabilities,” Sag elaborates. “The Ultra is quite competitive as a flagship and should garner considerable attention for the brand.”
Similar to Samsung, Motorola’s strategy clearly aims to promote its premium offering while ensuring access to similar experiences through two more affordable options that cater to different budgets and requirements. Even if it results in slight modifications to the Razr and Razr Plus.
Middle child syndrome
The Razr 2025 has introduced several key enhancements, including a larger battery and updated chipset. Nevertheless, the Razr Plus 2025 remains strikingly similar to last year’s model in terms of specifications. At first glance, one may easily mistake them for identical devices (which they nearly are).
This was my primary concern regarding Razr’s new approach. There has been considerable criticism directed at companies for making minimal changes in their new offerings, and this could be perceived as exemplifying that issue. However, it’s important to note that it does remain a solid device; I still enjoy using my Razr Plus 2024.
Motorola emphasized its intent to showcase how the 2025 model provides improvements over its predecessor.
“Our significant upgrades include a series of new Moto AI experiences, a redesigned titanium-reinforced hinge, the debut of flip phones with Pantone-validated colors and skin tones, and robust IP48 dust and water resistance,” the company highlighted.
These enhancements shouldn’t be disregarded, as the Pantone-certified display and camera improvements represent a step in the right direction. Yet, similar to Samsung’s Galaxy S Plus devices, I can’t help but have concerns that the new Razr Plus may encounter the same ‘middle child’ predicament.
Sag indicated that while some overlap exists, “the Razr Plus is significantly more distinct from the Ultra compared to Samsung’s models.” It seems that for consumers seeking a flagship-like experience without crossing the $1,000 threshold, this is indeed their ideal choice.
Conversely, Sag pointed out that Galaxy Plus devices, like the Galaxy S24 Plus, might prove to be a better value, given that they usually share the same chipset as their Ultra counterparts, as opposed to incorporating a less powerful variant, leading to possible reductions in other spec areas.
Now it’s Samsung’s turn
According to Sag, the new Razr 2025 series provides impressive value, particularly in markets like China and, notably, the US, where foldable options are limited.
This reinforces my belief that Motorola can effectively implement this three-device strategy, capitalizing on its historical ability to offer competitive pricing while establishing its presence alongside key players.
This is a strategy Samsung should consider for its foldable offerings. Annually, Samsung introduces one expansive foldable and a compact flip device, both of which are typically well-received. However, with the recent price hikes for the Galaxy Z Flip 6 and an anticipated increase for the Galaxy Z Fold 7, Samsung must continue to offer more accessible options for consumers.
There have been discussions around the necessity for Samsung to launch a Galaxy Z Flip FE, and it seems we might finally see one this year, with reports suggesting a more cost-efficient chipset and other changes to facilitate a lower price point.
This would be an excellent starting point, and a similar approach could be beneficial for the Fold series, introducing a more budget-friendly option to encourage adoption. Furthermore, reminiscent of last year’s Galaxy Z Fold Special Edition, Samsung could consider introducing an ultra-premium variant for both Flip and Fold devices to appeal to consumers who are willing to invest more in state-of-the-art technology.
As foldable technology continues to gain traction, providing consumers with expanded choices appears to be the smartest strategy for manufacturers, especially in the US market, where available options are significantly fewer compared to other regions. Consequently, while Motorola is taking commendable steps by mirroring Samsung’s strategy, other companies, including Samsung, should follow suit and offer a wider array of foldable models each year.