Motorola has made some bold moves in the smartphone market, but it’s hard to escape the feeling that the company is both doing too much and too little at the same time.
Despite making strides in the US and Europe, especially in the foldable space, Motorola’s approach to its Edge family is more confusing than ever.
Motorola might not be the first brand that comes to mind when you think of top smartphone vendors, but it has made impressive strides. It ranks third in the US smartphone market and is the second-largest foldable smartphone vendor in Europe, just behind Samsung. However, despite its success, Motorola could be doing so much better in terms of global sales.
One major issue lies in its confusing flagship lineup. While Motorola’s Edge family includes a variety of devices like the Edge 60 Pro, Edge 60 Stylus, and Edge 60 Fusion, the naming conventions and device differentiation are bewildering. Each model competes with similar options from brands like Apple and Samsung but falls short in terms of raw power, innovation, or features.
Take the Edge 60 Pro, for example. It’s nowhere near the level of the iPhone 16 Pro, nor does the Edge 60 Stylus stand up to the Galaxy S25 Ultra, which is known for its S Pen functionality. And don’t get me started on the Edge 60 Fusion, which could just as easily be called the Edge 60 Confusion. To top it off, the Edge 50 Ultra, which was supposed to rival the Galaxy S24 Ultra, was already outdated within a few months of release.
Motorola seems to be following a pattern of releasing seemingly random models under the Edge name, and now rumors are swirling about the Edge 70 Ultra
. While this may seem like an exciting next step, it adds to the confusion with its potential launch alongside the Edge 60 models, leading to a cluttered and overlapping product lineup.
But here’s the kicker: while Motorola is pushing out new devices in Europe and Asia, it’s barely making a dent in the US. There’s only one Edge model available in the US as of now, and it’s not even the most exciting device in the company’s lineup. Despite its success elsewhere, Motorola seems afraid to fully compete with Apple and Samsung in its home market, which might be why it has consistently failed to capture more of the premium market share.
That could all change with the rumored Edge 70 Ultra. A device like this could potentially bring Motorola back into the fold of flagship competition, especially in the US. If it’s powered by Snapdragon 8 Elite processing, it could finally give Motorola the edge (pun intended) it needs to compete with its larger rivals. But until then, Motorola’s muddled product strategy will likely continue to confuse customers and fail to make a significant impact on the broader market.
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