Motorola is joining the modular smartphone race with the Moto Z and Moto Z Force.
As expected, the handsets replace the Moto X Style and the Moto X Force as the Lenovo-owned company's top-of-the-range models. But they offer something no Motorola handset has before – modular add-ons.
This means that, like the LG G5, you can clip on accessories that boost the handset's capabilities.
So far, Motorola has unveiled the JBL SoundBoost speaker, the Moto Insta-Share Projector (which turns your phone into a projector) and the Tumi Power Pack (which gives you more battery life). But we're promised plenty more where they came from.
Indeed, Motorola is putting its money where its mouth is. It's offering $1 million in equity funding to the individual or company that creates the best Moto Mod prototype by the end of March 2017.
Unlike the LG G5, the Moto Mods snap on using magnets, so there's no need to take the battery out – and wait for the phone to power up again – every time you swap in a new one. Which will be far more convenient.
Motorola is also replacing its Moto Maker software that lets you design your own phone with a range of new backs that you can purchase like it was the late nineties. New Nokia fascia, anyone?
So what of the handsets themselves? The Moto Z is just 5.2mm thin, and has a 5.5-inch QHD AMOLED screen.
It also has plenty of power, boasting a Qualcomm Snapdragon 820 chip and 4GB of RAM. Plus bags of storage – options are 32GB or 64GB, plus up to 2TB of expandable storage with a microSD card.
The camera has always been a bit of a letdown on Motorola phones, so here's hoping the Z's 13-megapixel lens will cut the mustard. There's also a 5-megapixel front-facing camera, complete with flash.
Finally, it has a fingerprint scanner too, for unlocking with a touch of your digit.
The Moto Z Force is more hardwearing. Which is handy, seeing as there are hardly any cases available for Motorola's handsets.
Motorola promises the screen won't shatter when dropped. Plus the camera has been upped to 21 megapixels, and battery life boosted from 30 hours on the Z to 40.
Both handsets will go on sale in September, alongside the Moto Mods.