Motorola officially unveiled the Moto X on Thursday, a device that will launch on AT&T, Verizon Wireless, Sprint, T-Mobile and U.S. Cellular toward the end of August or the beginning of September. AT&T will be first to allow users to customize their devices and will also be the only carrier with a 32GB model at launch.

The Moto X is equipped with Motorola’s X* Mobile Computing System, which is really just fancy terminology for a dual-core Snapdragon S4 Pro processor clocked at 1.7GHz, a quad-core Adreno 320 GPU and Motorola’s natural language processor and contextual computing processor. The device has 2GB of RAM, a 4.7-inch AMOLED display with a 1280 x 720-pixel resolution, a 2-megapixel front-facing camera, a 10-megapixel Clear Pixel rear-facing camera with larger pixels for better low-light performance, a 2,200mAh battery that Motorola promises will offer a full 24-hours of battery life and more.

We really like the customization options and that the screen basically runs edge-to-edge, making it super easy to use with one hand. The company also tweaked the battery so that it consumes the entire rounded back, which was designed to make it more comfortable to hold. We’ll save our final reservations for the review, but the hardware is essentially rather mid-range but with a high-end price. The One and S4, for example, offer more powerful Snapdragon 600 processors and 1080p screens.

The device will retail for $199 for 16GB of storage or $249 with 32GB of storage, both with a new two-year contract. Motorola will sell a device direct through Google Play at a later date, though it didn’t offer specifics on when, how much it will cost or what sort of customization that model will offer.