Motorola bets on sub-400,000-won price tag as smartphone costs soar

A model introduces the Moto G57 Power. [Yonhap]

Motorola is launching its new Moto G57 Power smartphone in South Korea at a price in the 300,000-won range.

The move comes amid surging handset prices driven by what the industry calls "chipflation" — a portmanteau of memory chip costs and inflation — and positions the device as a budget-friendly alternative. At roughly one-tenth the price of Samsung Electronics' latest foldable flagship, which retails for close to 3 million won, the Moto G57 Power is making a direct play for cost-conscious consumers.

According to IT industry sources, Motorola officially launched the Moto G57 Power in South Korea on Friday. The device will be sold exclusively through Lotte Himart.

Its biggest selling point is the price. The suggested retail price, including VAT, is set at 399,000 won ($283) — staying below the 400,000-won mark despite chipflation pressures. Industry observers say Motorola is pursuing a strategy of holding the mid-to-low price tier as smartphone prices broadly climb.

By comparison, Samsung Electronics' Galaxy Z Fold8 Ultra, released in July, carries a suggested retail price of around 3.45 million won for the 1TB model — the first Samsung smartphone ever to exceed the 3 million won threshold.

The Galaxy Z Fold8, Fold8 Ultra and Flip8 on display at Samsung Gangnam. [Samsung Electronics]

Battery life is another highlight. The phone packs a 7,000mAh cell that Motorola says can last up to 60 hours on a single charge. The company also applied high-density silicon-carbon battery technology, enabling stable long-term use across a range of activities including video streaming, gaming and web browsing.

The device supports 30W TurboPower fast charging for quick top-ups, and a battery care feature lets users monitor app usage and charging patterns to extend battery health.

Under the hood, the phone runs on Qualcomm's Snapdragon 6s Gen 4 processor, built on a 4-nanometer process. The chip reduces power consumption while handling app launches, multitasking and media playback smoothly.

Camera performance has also been upgraded with AI assistance. The rear camera system pairs a 50-megapixel main shooter — equipped with a Sony Lytia 600 sensor — with an 8-megapixel ultrawide lens. Moto AI-based image processing covers everything from night photography to portrait shots, and Google Photos' AI editing tools are built in for easy touch-ups.

The phone also deepens its AI experience through Google's Gemini model. Circle to Search lets users search any image or text on screen instantly without switching apps.

A promotional image for Motorola's new Moto G57 Power. [Motorola]

Motorola has also raised the bar on durability. The Moto G57 Power earned MIL-STD-810H certification from the US Department of Defense and carries an IP64 rating for water and dust resistance, making it suitable for both everyday use and outdoor activities.

Corning Gorilla Glass 7i protects the display against drops and scratches, while a vegan leather finish on the back helps reduce fingerprint smudging.

Meanwhile, the Moto G57 Power is available through Lotte Himart from Friday without a carrier contract. It comes in two colors: Pantone Fluidity and Regatta.

chami@heraldcorp.com