The Moto X from Motorola was unveiled last week with one big focus: customization. In an effort to gain more of the smartphone market share, the announcement of Google’s newest device focused on a device that’s user friendly and stands out from other smartphones in look and functionality.

For function, the phone certainly comes with lots of neat features: the phone is “always listening” and will respond to voice commands after you say “OK, Google Now” (much like the voice prompt for Google Glass). The function is similar to Apple’s Siri, allowing you to ask for specific information or to perform actions with the phone, except you don’t need to press any buttons first.

It also offers more detailed notifications so you know what you’re phone is alerting you about (email, calendar appointment, etc.) and faster access to camera functionality: twist your wrist twice, and you’re ready to start shooting pictures.

But if the selling feature for you was the wide selection of colours that Motorola will be making the Moto X available in, you’re out of luck if you’re in Canada. Like many phones before it, we’re only getting it in two basic colours. At the announcement, Motorola unveiled its Moto Maker online studio, which will allow AT&T customers in the U.S. to choose one of 18 different backplate covers (including wood), two different front colours and seven different ‘accent’ colours for the side rim and buttons.

The difference between the Canadian and U.S. sale of the phone is clear, when you compare their landing pages for each region:

On the bright side, at least we’re getting the phone in Canada. According to PC Advisor, the Moto X won’t be making it over to Europe at all.

But that doesn’t make it any less frustrating for Canadian consumers who wanted to purchase a highly-anticipated device with one of its biggest selling features.

This is hardly the first time Canadian consumers have lost out on the full colour selection for a smartphone device. When the Lumia 920, one of the biggest Windows 8 phones, was released in Canada, the only colour option available was black. Meanwhile, in the United States, customers could choose from red, white, cyan and yellow. The cross-border discrepancy prompted an angry outcry from many Rogers customers.

If having a custom colour isn’t a big deal to you, you’ll be able to pick up the phone in black or white exclusively through Rogers here in Canada. Mobile Syrup reports it will be available for $189.99 on a two-year contract, with the no-term cost still yet to be announced.

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