I like the option of having choices and I think the 5c is definitely a step in the right direction in terms of having multiple color options -- although I think all the offerings except for the white are atrocious and even then, the front of all the phones are black by default with no choice there. As far as I know, the most "personalization/customizing" Apple has offered thus far for their products is allowing to write a message on the back of an iPod or an iPad. I think it would be amazing if they rolled out a system akin to Motorola's offering for the Moto X and would get the next "c" in a heart beat if that were the case. I believe the form factor of the X is by and far the best I've seen in a phone thus yet. In my opinion it is the perfect size and best use of real estate as far as the screen goes to date. It's the most comfortable phone I've ever held in my hand and the material that the back is made of is a great sort of rubberized plastic that's both smooth, yet has good grip. I especially like that the FCC markings and all that are just raised on the material with the same color and not printed on with ink, so you wouldn't know it's there unless you felt it or really looked hard for it. I'm sticking it out with my 4 until we see what Apple has to offer next, but I have a feeling I may be going with the Moto X2 unless they really step up their game for the next iPhone offering...trust me, I don't want to jump ship to Android -- otherwise I already would have long ago being that I'm still using my 4 that is definitely on its last legs.