GrapheneOS with FOSS apps is a premium experience but not where non - technical users will go currently because of the setup. Once setup it's very premium.

Motorola really seems to be going for a luxury look [1] and there will be Motorola devices with GrapheneOS installed out of the box.

[1] https://nitter.miningtcup.me/Moto/status/2102040650606891119...

https://nitter.miningtcup.me/Moto/status/2100933254249627806...

Pantone and some sound partnership.

In general, no where yet. I do think the smart phone interface (iOS) could become at least somewhat obsolete soon. As we move more towards a primarily inference interface it will open up the field to more competitors (less moat). That's just my opinion though. Be interesting, as usual, to see what comes out of China in the next few years.