Pro Always listening vocal commands
Many phones have "OK Google Everywhere" capabilities, however the Moto X Pure has the ability to do it even when the screen is off. It even works across the room - you can walk into a room and say the launch phrase (by default it's "OK Google Now", but you can set it to anything that is at least 5 syllables), followed by "find my phone" and even if it's in the couch cushions it will start ringing. You can also use it to send texts while driving while keeping your phone in your pocket, and have it read out incoming notifications.
Pro Virtually endless hardware customization
If you are in America, and buy from Motorola directly, you get access to the full customization available on Moto Maker. There are 3 front colors, 18 rear case options and 7 accent color options. Together, these make for 378 different combinations without the need for a case. There are also 3 storage options available - 16, 32 or 64GB.
You can also add engraving, and a custom greeting you see whenever your phone boots up.
Pro Quick charging
Motorola's custom solution is even quicker than Qualcom's QuickCharge 2.0 - allowing for up to 10 hours of mixed usage from a quick 15 minute top-up. We haven't seen tests comparing the long term impacts, but Motorola claims that their solution uses a custom battery and software to make the charging process produce less heat, which is good for the battery life.
Charging to full takes only 75 minutes (it will charge fastest when very low, and as it gets more charge it will slow down).
Pro Smart notification system
Moto Display is a feature that gives you rich passive & active notification information. When sitting face up on a table and a notification comes in, it will pulse on the screen. You can also wave your hand over the front of the display to trigger Moto Display, and rocking it on the table or picking it up out of your pocket also activates it.
Pro Slightly above average camera
The 21MP, f/2.0 and 1.1 µm pixel camera can take some decent pictures, although the default camera app is more of a pain than a pleasure to use. Low light photos come out grainy, and all the settings (even focus) are hidden in a side-mounted scrolling wheel. On the good side, the shutter speed is pretty quick and it captures a good amount of detail.
Con Uncertain future
Motorola Mobility was operating under Google when it released the Moto X Pure, however since then Google has Motorola Mobility to Lenovo. This leaves it's future uncertain, as Lenovo may have different priorities than when the phone first launched. Other Motorola phones have been receiving less updates than previously expected - it remains to be seen whether or not the Moto X Pure will follow suit or not.