Google unveiled the much anticipated Moto X today, available in a wide array of colors.

The Moto X is Motorola’s first product since its acquisition by Google a year ago. The rumor mill has been churning frequently about what this phone will be like, but the curtain has finally been pulled back by Google today. Coming in at $199 for 16GB ($249 for 32GB), it seems the most impressive factor about the Moto X is its touchless features.

Inside the Moto X sits the “X8 Mobile Computing System” which provides eight processing cores, two of which are low-powered: one for contextual computing, the other for spoken language. The latter ties into what’s called Touchless Control, which is essentially voice control. The Moto X has a microphone that’s attuned to your voice when the phone’s on. When you begin a sentence with “OK Google,” the Touchless Control starts, and you can ask any number of questions with regards to sports, location and the rest, and you can even issue basic commands with setting calendar appointments, texting, emails, etc. 

The Moto X offers a 10-megapixel primary camera and a 2MP front-facing camera which can be activated without pressing a button by twisting the phone horizontally twice. It’s called Quick Capture, and Google says you’ll be taking photos in three seconds flat.

Most of the Moto X's specs are otherwise underwhelming. It will ship with Android 4.2.2, not the latest 4.3. The 4.7-inch AMOLED screen offers 1280x720 resolution.

Another unique feature is a surprising amount of customization with its Moto Maker online studio. Customers can customize the front colors (two total) and back colors (18 total) with seven possible accents. You can order a custom wallpaper and case, and it’ll be at your doorstep four days later. This option is currently only for AT&T customers, but Motorola hopes to get other carriers on the ticket.

The Moto X isn’t a powerhouse within the highest echelon of Android handsets, but it’s got a bevy of "cool factor" features which will undoubtedly appeal to some users. Release dates and availability have not yet been announced.