Fighting fire with fire is only a safe bet when the odds are somewhat balanced. Google knows this, so to battle Apple’s next-generation iPhone 5S this fall, it’s planning to fight with napalm. A recent report revealed that Google will spend half a billion dollars or possibly even more to market its Moto X smartphone following its launch in the late summer or early fall. As Quartz points out, that means Google will spend half of Apple’s entire fiscal 2012 advertising budget to promote a single phone.

It might sound crazy, but Google has no coice but to spend big if it hopes to make Motorola’s new phone a blockbuster. Tens of millions of people will be planning to purchase Apple’s iPhone 5S this fall, so it’s going to take some serious spending if Google hopes to convince a sizable chunk of them to consider the Moto X instead. Samsung’s Galaxy Note III is expected to launch this fall as well, as are a handful of other flagship phones from the likes of HTC, Nokia and BlackBerry.

The Motorola Moto X will be a user-customizable phone built in the U.S. and it is expected to feature a 720p display, a 1.7GHz dual-core Snapdragon S4 Pro, a 10-megapixel camera, 2GB of RAM, 16GB of internal storage and Android 4.2.2 Jelly Bean. The Moto X has been pictured in several leaks and it will reportedly be available in a number of colors.

Zach Epstein has worked in and around ICT for more than 15 years, first in marketing and business development with two private telcos, then as a writer and editor covering business news, consumer electronics and telecommunications. Zach’s work has been quoted by countless top news publications in the US and around the world. He was also recently named one of the world's top-10 “power mobile influencers” by Forbes, as well as one of Inc. Magazine's top-30 Internet of Things experts.