As Motorola ramps up efforts to push into Australia’s premium smartphone market after years focused on low-cost devices, pressure is mounting on the value segment. Major players including Apple, Samsung, Google and Oppo are already benefiting from this shift. Motorola executives have told ChannelNews that they see opportunity in targeting Samsung at the premium end of the market. This shift is expected to ripple through the lower end of the smartphone market, impacting brands such as Motorola, HMD Global, Nothing and other Chinese manufacturers. However, the rapid rollout of generative AI capabilities is continuing to push device ASPs higher, reinforcing the industry’s shift toward premium smartphones.