Motorola introduced its highly-anticipated Moto X, its first Google smartphone that customers get to design themselves.

The Moto X is the first collaboration between Google and Motorola since the Internet search engine finalized its $12.5 purchase of Motorola Mobility back in May of 2012.

"At Motorola our roots are deep in mobile hardware, we invented mobile communications," Motorola Mobility Canada general manager Odile Guinot said in a press statement.

"Now, as a Google company, we've become the kind of company that can build a smartphone like Moto X," Guinot said. "It fuses our history of mobile innovation with the best of Google mobile services."

The phone is powered by Google's Android software and includes new voice controls, an improved camera, and other features that customers have asked for in the past.

Moto X will be available for purchase in the U.S. by the end of August or early September with a starting price of $199 when purchased along with a two-year contract according to AFP.

Motorola is telling people to visit their site to customize their device by picking their own color, accent, memory capacity and other aspects.

Once a customer is done designing their device the phone will then be assembled in the U.S. and delivered free of charge in approximately four days according to Motorola.

"Moto X promises to be unlike any device we've offered before," said Jeff Bradley, senior vice president of devices at US telecom giant AT&T.

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