When the Moto X hits stores this fall, the company could spend as much as $500 million to promote it. Motorola’s latest flagship phone is likely to be available on all major carriers, including Verizon‘s (VZ) Verizon Wireless, AT&T (T), Sprint (S) and T-Mobile (TMUS), and will come without most of the software typically pre-installed by carriers, the Wall Street Journal notes.
The Moto X may need the heft marketing push as it will face stiff competition from Samsung’s Galaxy S4 smartphone as well as from Apple‘s (AAPL) next iPhone, which is generally expected to launch in September.
Motorola has touted the new smartphone’s U.S. assembly. Most competing smartphones are assembled overseas, generally in China.
Google acquired Motorola Mobility for $12.5 billion last year.
Shares of Google rose almost 1% in Thursday morning trading.