Motorola has now officially announced two phones within the Moto X family for 2015: The Moto X Play and the Moto X Style

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The Moto X was first released in 2013, shortly after Google had acquired Motorola. It was then succeeded by the second-generation Moto X in 2014. Lenovo has since bought the company and is working on a third Moto X.

The Moto X is something of a cult handset. It has a close to native Android experience, often offering the latest Android updates soon after Google releases them. The Moto X has also been one of the most customisble phones to date, thanks to Moto Maker.

With launch day now here, we've been rounding up all the rumours and leaks to give you an insight of what to expect.

Yang Yuanqing, chairman and chief exec of Lenovo confirmed that there would be a new smartphone and smartwatch coming from Motorola in summer 2015 and now we have a firm date for a Motorola launch.

Motorola has invited press to a launch event, saying that "your relationship status is about to change". There are some ominious kisses and hugs at the bottom that look like XGX. 

The date of the Moto launch is today, 28 July. We expect the new Moto X and Moto G to be announced, perhaps accompanied by the Moto 360 2.

The launch price for the first Moto X was around £300, while the price for the second one was closer to £420 if buying SIM-free. We'd expect pricing for the third Moto X to fall somewhere in between, though pricing for exisiting Moto X phones has fluctuated drastically since they've released due to discounts.

The Moto X typically offers great value for money as a flagship handset (even if you opt to customise with a leather or other finish using Moto Maker). It's considered an affordable phone without being too budgety - but it has to compete at flagship level.

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Although Motorola has yet to unveil the 2015 model of the Moto X, a Verizon engineer named Jose Arturo revealed on Google+ (the post has since been deleted) in April that Motorola plans to add a front-facing flash for selfies and microSD support to the upcoming phone, as Droid-Life spotted.

That front-facing flash has now been seen in a number of leaked photos, sitting next to the front camera. A number of handsets have attempted to incorporate a front flash and it's a decidedly tricky thing to do - because it tends to blowout the face of the person in front of it.

A number of leaks have revealed the design of the new Moto X (2015), that appears to be an evolution of the 2014 model and the Nexus 6. 

The distinctive feature is the bar on the rear that houses the signature Motorola dimple and also encapsulates the camera and flash. This design feature appears to be common to both the Moto X and the Moto G, tying these handsets together in a family.

We've see various colours, with a photo on Wiebo showing white and gold paired together.

A leaked video of the Moto X (2015) from YouTube account Total Tech appears to show the Moto X with a wooden rear and metal frame. Is also appears to feature a dual-tone flash. This suggest that we'll be seeing the customisation options that Motorola has offered in the past.

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A website called STJS posted a leaked spec sheet for the third Moto X, which claimed the phone will feature a 5.2-inch Quad HD AMOLED display (2560 x 1440 pixels), a Qualcomm Snapdragon 808 processor, 4GB of RAM, 32/64GB of memory, a 16-megapixel rear camera, a 5-megapixel front-facing camera, and a 3,280mAh battery.

According to a leaked video from TotalTech we can expect 3GB of RAM, a 5.64-inch display at 2560 x 1440 resolution and 21GB of available storage.

So the jury is still out on the exact display size, but either 5.2 or 5.7-inches would work. It's likely that the Moto G will be 5-inch and we'd like the Moto X to stick to 5.2, so it doesn't get too large.

The Qualcomm Snapdragon 808 sounds about right, paired with 3GB of RAM and various storage options - expect 32 or 64GB. There's conflicting reports about microSD card support and Moto has flip-flapped with support in the past.

The leaked spreadsheet published by STJS also claimed the third Moto X would run Android 5.1.1 Lollipop. That's to be expected as Motorola has been pretty good at giving you the latest that Android has to offer.

Motorola likes to add a few extras, like a different camera app for example, and with each iteration, Moto seems to have been adding more of its own apps, supporting more gestures and generally trying to quietly own the software experience with getting in the way of Android to much.

We're yet to see exactly what features the new Moto X will offer, but you can be sure that there's plenty to play with.

Pocket-lint's Moto X hub has all the latest news about the phone range.