Motorola today launched its new flagship “Moto X” smartphone, the first device Google has launched under the brand after acquiring the company and taking it in a new direction. We already knew a lot about the device leading up to today’s event, but now we have all the details on specs and the many customization options that Motorola is hoping will help differentiate the device. With all the rumors of a next-gen iPhone possibly landing in multiple colors, it will be interesting to see if Google has any success with the Moto X customization strategy– Motorola is providing up to 32 color combinations (2 on the front, and 16 on the back) and around 2000 total customization options through a new online tool called “Moto Maker.” Moto X also includes some pretty respectable hardware for the $199 price point, but that of course puts it in direct competition with the iPhone. Get all the details on the device over on our sister site

Motorola officially announces the Moto X, coming late August/early September

Moto X coming to AT&T for $199/$249 with exclusive colors & customization options

New ads show off Moto X ‘Quick Capture’ & always-on voice command features