Third Moto X Android phone expected July 28, possibly in two sizes

It's nearly time for a new Moto X, not to mention a refresh of the lower priced Moto G and E phones. This year Motorola may offer both a 5.2- and a 5.7-inch flagship phone.

On Thursday, Motorola sent press invitations to a July 28 event where it's expected to launch a new line of Android handsets.

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Since 2013, the company has focused on a limited number of phone models in order to rebuild its mobile brand.

The Moto X flagship was the first to offer personalized editions where buyers could choose the color of the phone's front, back and trim pieces, as well as have a custom engraving. The Moto G has represented the more affordable mid-range, while the Moto E is a low-cost but capable handset.

Based on leaked images, this year's Moto X may be available in two sizes: One with a 5.2-inch display and another with a 5.7-inch screen. Motorola previously made the 2014 Google Nexus phone with a 6-inch display.

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Going with a choice of sizes for the Moto X 2015 edition would be a smart move by Motorola. Some buyers were disappointed that the 2014 version was bigger than the prior year's phone, which had a 4.7-inch screen. If Motorola repeats that process by up-sizing from the 5.2-inch 2014 model, the same disappointment may ensue. Giving customers an option to keep the current model's size would mitigate that.

Indeed, my colleague Matthew Miller suggests that Motorola is tipping its hand in the invitation: The representation for hugs and kisses could be a G surrounded by two X's. Maybe so.

I generally buy one or two Android phones a year for both personal use and review purposes. For the past two years running, I opted for the Moto X for several reasons; many of which I hope Motorola continues to offer.

Because the company uses a generally plain, or stock, version of Android, it can and does release software updates quickly; often immediately after Google deploys the updates to Nexus phones.

Motorola also adds a few of its own useful software features; the original Moto X was one of the first to include an always listening voice command function, for example. And it also included intelligent software to automatically speak out incoming calls and messages when the phone realized you were driving or in a meeting.

This approach of simplicity combined with useful extras -- not to mention solid performance and battery life -- has helped Motorola regain some momentum in the market. And that's now helping Lenovo, which bought the company from Google to expand its presence beyond China to North and South America.