Along with a choice of colors you can set your home screen welcome and design of the screen. The Moto X costs $99.99 with a two year plan on AT&T, Verizon or Sprint.
Project ARA will make smartphones more customizable than the Moto X with blocks/modules that you can put together on an endoskeleton. Motorola is going to make the project open source and work with Dave Hakken, creator of Phonebloks. Modules can be a new processor, display, keyboard or sensor.
Motorola is in the process of releasing unlocked developer editions of its premier smartphones. The Droid Maxx and Moto X are so similar that Motorola didn't bother to change the copy explaining the developer editions.
Sprint announced that they will start selling the 16GB Moto X, today in woven black or woven white for $199.99 with an instant discount for those who switch numbers. Colorful customization features including color and storage options will be available in the "coming months.