Motorola's newest flagship, the much-touted Moto X, is now available from AT&T both on- and off-contract, with the Moto Maker customization features to follow shortly.

Interested buyers who are willing to commit to a two-year contract with AT&T can now grab the Moto X for $199.99. Those who prefer to get the handset contract-free, meanwhile, will have to shell out a heftier $579.99.

The Moto X is one of the hottest devices of this year for several reasons. First of all, it is the first device to come out from Motorola since Google acquired the company. As expected, the Moto X has Google's fingerprint all over it.

Second, and perhaps most importantly, the Moto X offers unprecedented and unparalleled customization features. Users can choose how they want their smartphone to look like and no other handset currently available on the market offers such advanced customization options.

"If you can customize what you wear, the car you drive, why not do the same with your smartphone? With Moto X, you choose from potentially thousands of unique combinations to make it truly yours. Moto X - Designed by you - is available at your nearest AT&T retail store," touts the product page on the carrier's website.

"Moto X is truly yours, because you design it at Moto Maker, Motorola's online studio. You choose the colors and decide on the details: front, back, accents, memory, wallpapers, even a personal message. When you're done, Motorola assembles your Moto X right here in the U.S. and ships it to you with free U.S. shipping in four days or less (subject to parts availability)."

It's worth mentioning, however, that Motorola has put the custom message engraving option on hold for now, until it fixes some quality control issues.

Other than the advanced customization options, the Moto X comes with a 4.7-inch HD AMOLED display with a resolution of 1280 pixels, a dual-core Snapdragon S4 Pro processor clocked at 1.7GHz and 2GB of RAM. Other specs include 16GB of internal storage, a 2,200 mAh battery and Android 4.2 Jelly Bean on board. A larger-capacity 32GB model will become available at a later time.

It remains unclear at this point when the Moto X will hit the other major carriers, but interested buyers can now purchase the handset from AT&T, wither with a contract or with no strings attached.