ABI Research says the Moto X "trumps Apple in engineering design and creativity"66
ABI Research did a teardown of the Moto X and considered all of the choices made by Motorola/Google in developing the device, and came to the conclusion that the Moto X "outpaces competition with new innovation." Basically, the thinking is that the Moto X is showing real creativity by a handset maker, while the new iPhone 5s and 5c "show only minor improvements".
ABI was not only impressed with the power efficiency of the always-on voice command option of the Moto X (thanks to the X8 coprocessor) and form factor, but calls the display "much underrated" and lauds the Moto X for its energy usage. It seems that the Moto X's display packs in 20% more pixels than the iPhone 5s, but uses 2.5x less power than Apple's flagship.