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ZDNET's key takeaways

• Motorola owns 50% of the foldable market in the US.
  
• Motorola's flip foldables are stylish and available at low prices.
• The FIFA sponsorship is a game-changer.

Motorola is poised to launch its latest round of foldables, which is a good time to reflect on what the brand has accomplished thus far. According to IDC research, as reported by 9to5Google, Motorola owns around 50% of the US foldables market now, as well as a large share of overseas foldable markets.

Its chief rivals (at least here in the US) are Samsung and Google. Samsung has been doing this a long time, and has both a flip and a book-style foldable in its portfolio (along with a short-lived trifold). Meanwhile, Google has only built book-style foldables thus far.

Also: Motorola Moto G (2026) review: Why I'd pick this $200 phone over competing models

It takes a lot to fend off tough competitors like two of the largest companies in the world. When it comes to market dominance, Motorola stands on three pillars -- price, software, and fashion.

1. Price

Motorola has a flip for just about every budget, from $399, all the way up to $1,399 (though that particular model is currently on sale for a ridiculous $799). First and foremost, that is not a typo. Motorola is currently selling the 2024 version of the Moto Razr for close to $400. 

Being able to plop down $400 for a fully functional foldable phone for less than the price of a Pixel 10a, or a Nothing Phone (4a) Pro, is almost ludicrous, and should tell you most of the story about why Motorola is doing so well in this market. 

Price isn't the whole story, but it's a big part of it.

Looking at Motorola's closest competitor, Samsung sells its cheapest foldable -- the Samsung Galaxy Z Flip FE -- for $899. In other words, you can buy two Moto Razr 2024 foldables, and a nice dinner at a chain restaurant for a family of four, for the price of Samsung's cheapest foldable.

2. Software

Motorola also does a lot of smart things with software. Motorola has long been one of the best Android builds out there, with innovations like gestures for the camera and flashlight, and notifications on the always-on display (AOD). Add to that Motorola's smart software choices on flip foldables, and that's a magic combination.

Also: Samsung is ending Messages in July: 5 replacements I'd switch to now

Motorola's approach to the cover screen is fantastic. 

First of all, you can use any app you want on it. Some of them will work well; others will not, and it's up to you to decide what you like. Samsung's approach is more of a curated, "these are the apps you can use" formula (though that seems to be letting up a bit). Motorola has also built a number of panels for the cover screen, with really useful apps and widgets designed for it. 

Finally, Motorola has partnered with developer GameSnacks in the past to add a suite of mini games to the cover screen. They're fun little time wasters like Stack Bounce and Free Kick Football.

3. Fashion

There's also the fashion aspect of the Razr family. Even the lowest-tier Razr launched in fun colors and styles, really leaning into the technology's fashion rather than its raw numbers and specifications. The Razr is just a fun phone to own, with a remarkable array of styles available, even for its low price point. 

Also: I wore the $150 Moto Watch for weeks, and it's my new pocket pick for Android fans

Motorola has also gone out of its way to develop fashion-forward accessories for Razr phones.

Let's not discount the appeal of FIFA-edition Razr phones either, in the year of the World Cup. FIFA is one of the most popular sporting events on the planet -- this is an incredibly smart partnership, mostly on Motorola's part. This kind of activation will put the Razr squarely in the sights of the world's sports fans.