Motorola has announced the latest generation of its flagship Moto X phone. Called the Moto X Pure Edition here in the U.S. (while the rest of the world will know the phone as the Moto X Style), the device features a 5.7-inch QHD display, Snapdragon 808 processor, and 21MP rear-facing camera. (The only real complaint that present day users of the phone have registered is its woeful camera; early reviews have the new 21MP shooter ranking above the iPhone 6 Plus.) It runs Android 5.1.1 and comes with the Moto Maker customizations that are always a draw. A new feature that will perk up the ears of prospective buyers is its price, which begins at $399 unlocked, which means it will work on any carrier in the United States. The Motorola Moto X Pure Edition arrives at retailers in September.