Motorola’s Moto X may have just officially hit the smartphone market earlier this week, but reports from End Gadget indicate that plans may already be in place to slash the phone’s prices. In fact, if sources are correct, the phone could hit the $100 price range by Christmas.

With the Moto X, Motorola is looking to leap back into the cellphone fray for the first time in years. After being acquired by Google a few years ago, Motorola went through a long period of silence. The Moto X is the first phone developed by Motorola under the supervision of Google, and the phone has received a somewhat mixed reception from industry critics who claim it is merely a slight update on Google’s own official model, the Nexus 4. In other words, the Moto X doesn’t have much hope of being a favorite in smartphone stores, with competitors like Apple’s iPhone, Samsung’s Galaxy S4, and even the HTC One, catching more eyes in most spec categories.

Part of the problem for the Moto X as it tries to establish a base of loyal followers will be its market contract price. Currently the phone costs $199 with a contract, more than the Galaxy S4 or the iPhone 5, which both are apparently receiving price cuts this week. Apple’s iPhone model is going down to $99 for the 16GB version and $149 for the 32GB, while the Galaxy S4 will start somewhere in the $149 ballpark as well. Rumors are circulating about the next incarnation of both phones – the iPhone 5S and the Galaxy S5 – an occurrence that always drops prices.

Price cuts on the two most popular smartphones on the market are good news for customers, but bad news for the Moto X, which won’t have much firepower to compete until its own price gets a little more affordable. Sensing the potential for disaster, Google and Motorola seem to be already planning a major price cut for the holiday season. The rumored $100 contract price could help the Moto X catch a few eyes on the holiday circuit, especially if Apple and Samsung opt to not introduce new phones into the market until then.

In addition, Motorola is hoping to up the appeal of their new smartphone by offering durable, rustic, wooden cases. The cases should reportedly add $50 to the reduced Moto X price.