The Official Motorola Blog carried the announcement by Vice President Rick Osterloh that the Moto X price drops to $399, from any carrier, and without a contract. This brings the devices closer inline with other product offers. The Moto X was announced August 1, 2013 and includes a distinctions in customization, longer battery life, and Moto X was the first to use KitKat (Android 4.4).
References
Tofel, K. (2014). Moto X now $399 everyday for everyone. GigaOm. Retrieved January 1, 2014, from http://gigaom.com/2014/01/01/moto-x-drops-to-399-without-contract-to-start-the-new-year/
Osterloh, R. (2014). Moto X now $399 everyday for everyone. Motorola. Retrieved January 1, 2014, from http://motorola-blog.blogspot.com/2014/01/moto-x-now-399-everyday-for-everyone.html
Further Reading
Crider, M. (2014). Motorola Drops The Moto X Off-Contract Price To $399, 32GB And Developer Editions Dropped To $449. The Android Police. http://www.androidpolice.com/2014/01/01/motorola-drops-the-moto-x-off-contract-price-to-399-32gb-and-developer-editions-dropped-to-449/