Motorola is preparing to expand its flagship portfolio with the Signature 27, a smartphone that the company says will combine advanced hardware, AI-powered experiences and a premium design. Although the device has not officially launched yet, the company has offered a preview of what consumers can expect from its upcoming flagship.
Speaking to MySmartPrice, Shivam Ranjan, Marketing Head, APAC, Motorola, discussed the company's plans for the Signature 27, its approach to artificial intelligence, the impact of rising memory prices on the smartphone industry, and how it intends to stand out in an increasingly competitive market.
For Motorola, the focus is no longer just on improving individual specifications. Ranjan believes the next phase of smartphone innovation will come from combining hardware, software and AI to create experiences that go beyond conventional upgrades.
Motorola Signature 27 Is About More Than Hardware Upgrades
Motorola is positioning the Signature 27 as a combination of its latest hardware, software and design capabilities. The company highlighted AI experiences, imaging, audio and premium materials as important parts of the device's overall proposition.
"Signature 27 is the product that redefines what a smartphone can do," Ranjan said.
According to him, the device brings together advances across multiple areas rather than relying on a single headline feature. These include AI-powered experiences, imaging capabilities, audio and a differentiated approach to colours, materials and finishes.
Motorola also clarified that the recent event was not the phone's official launch. Instead, it offered an early look at the device and its capabilities. Ranjan said the Signature 27 was expected to launch globally within 2026, with an India launch planned as well. The company is positioning the device as a flagship that demonstrates what becomes possible when hardware innovation and AI experiences are developed together.
Rising Memory Prices Could Create an Opportunity for Motorola
The smartphone industry is facing increasing pressure from rising memory costs, which could affect device pricing and consumer demand across multiple segments.
Ranjan described the current situation as a memory supercycle, noting that it is an industry-wide challenge rather than a problem specific to any one manufacturer.
However, Motorola believes its position within the Lenovo ecosystem could help it navigate the situation. Lenovo's established presence in the PC market gives the wider group experience across products that depend heavily on memory and other computing components.
Ranjan said this could put Motorola in a better position to manage the current cost pressures, although he acknowledged that no single manufacturer can resolve the issue independently. He also sees an opportunity in the way consumers are responding to higher prices. As smartphones become more expensive, buyers are paying closer attention to what they get for their money.
"If you are able to provide more value with our smartphones than some of the other OEMs at the same price equation, we may still gain share," Ranjan said.
For Motorola, this means making its devices more compelling even as the wider market faces pricing pressure. The company believes that if consumers see enough value in its offerings, it can continue attracting buyers despite a slowdown in overall smartphone demand.
Motorola Wants Consumers to Look Beyond Marketing Claims
With almost every smartphone manufacturer promoting better cameras, faster processors and more advanced AI features, Motorola believes simply calling a product the best is no longer enough.
"I think the era of self-claims is getting over," Ranjan said. "At the end of the day, it is what the consumer sees, or the consumer feels, or the consumer is able to validate that matters."
He explained that Motorola wants its product claims to be supported by independent reviews, creator experiences and feedback from people who actually use its devices.
The company pointed to third-party evaluation platforms such as DXOMARK as one way of establishing credibility, particularly in areas such as camera performance. Reviews from publications, influencers and consumers also help buyers understand whether improvements translate into meaningful differences in everyday use. The approach reflects a broader challenge for smartphone brands. As specifications become increasingly similar across competing devices, convincing consumers requires more than presenting a list of hardware upgrades. Demonstrating the actual benefits of those features is becoming just as important.
Motorola's AI Strategy Focuses on Choice and Connected Devices
Motorola does not want to restrict consumers to a single AI assistant or language model. Instead, the company is pursuing an approach that allows users to choose the tools that best suit their needs.
Ranjan said Motorola AI acts as an orchestration layer, while the company also works with external partners, including Google Gemini, to provide AI experiences on its devices. The objective is to keep the ecosystem flexible rather than force consumers to rely exclusively on one proprietary solution.
"We are open to multiple partners, whoever gives the best experience to the consumer," Ranjan said.
Another part of Motorola's strategy involves connecting smartphones with Lenovo PCs and tablets. The company wants users to move between devices while retaining access to relevant information and continuing their workflows.
Ranjan also highlighted on-device processing as an important consideration, particularly for personal information and privacy-sensitive tasks that do not necessarily need to be sent to cloud-based models.
Motorola believes combining an open AI ecosystem with a connected device portfolio could help distinguish its products as AI features become more common across the smartphone industry.
Motorola Believes Its Foldable Experience Gives It an Edge
Motorola also highlighted its experience in the foldable smartphone market as a competitive advantage.
The company traces its history in mobile innovation back to the original DynaTAC and the iconic Razr V3. In the modern smartphone market, it says its experience across multiple generations of flip-style foldables has helped it understand what consumers want from the form factor.
Ranjan pointed to many generations of flip foldables as evidence of that experience. According to him, the advantage lies in the experience accumulated by the company's engineering and supply chain teams. Developing multiple generations of foldables has helped Motorola refine usability, optimise components and manage costs.
For the company, the objective is not simply to participate in the foldable market but to use its experience to deliver products that address what consumers want from the category.
Motorola Wants to Stay Relevant to Gen Z Without Relying on Nostalgia
Despite its long history, Motorola says it does not want its heritage to become the primary selling point for its current products.
Ranjan said the company is proud of its legacy but wants consumers to judge the brand by what it delivers today.
"We want to be known as a brand for what we do today and not what we have done in the past," he said.
That means placing greater emphasis on current products, social media engagement and creator-led content. Motorola regularly works with creators to demonstrate camera performance, device capabilities and real-world use cases rather than relying entirely on traditional branded advertising. The approach is particularly relevant as younger consumers increasingly discover and evaluate smartphones through social platforms.
At the same time, the company continues to use established brand elements, including its Batwing logo and the Hello Moto audio signature, to maintain recognition across markets.
Motorola also allows regional teams to adapt campaigns to local audiences through regional languages, local talent and relevant use cases, while maintaining a consistent global visual identity.
What Comes Next for Motorola?
Motorola's plans for the Signature 27 suggest that the company wants its next flagship to stand out through the combination of hardware, software, AI capabilities and design. The challenge will be translating those ambitions into experiences that consumers can notice and appreciate in everyday use, particularly as smartphone prices rise and competitors continue to expand their AI capabilities.
For Motorola, the Signature 27 is intended to demonstrate how these elements can work together in a single device. Whether that translates into a meaningful shift in the flagship market will depend on the final product, its pricing and how well its promised experiences perform in real-world use.
For now, Motorola's message is clear: the next stage of smartphone innovation will require more than faster processors or improved cameras. The company wants its future flagships to offer a more connected, AI-enabled experience while giving consumers tangible reasons to choose Motorola over its competitors.
