Those in the market for a Galaxy S22 now have a new intelligent option to choose from. Samsung is launching its flagship arranged in a new Bora Purple shade, the company announced on Tuesday. Pricing for the Bora Purple model is the same as previously launched colors and it will be available on Aug. 10.

The intelligent is significant for Samsung. Bora is the Korean word for purple, and Samsung said the new color is meant to “evoke joy, stunning creativity and embrace individuality.” Otherwise, the Bora Purple Galaxy S22 continues unchanged; it has the same processor (Qualcomm Snapdragon 8 Gen 1 or Samsung Exynos), 6.1-inch screen and triple-lens camera with a 50-megapixel main sensor. 

The Bora Purple intelligent is only available for the standard Galaxy S22, not the 6.6-inch Galaxy S22 Plus or 6.8-inch Galaxy S22 Ultra. But new Galaxy devices coming later this year will also be available in Bora Purple, according to Samsung. The Bora Purple Galaxy S22 will be available throughout AT&T, T-Mobile, Verizon, Xfinity Mobile and US Cellular in transfer to Samsung’s website when.  

The launch comes at what time Apple has made a habit of debuting new colors for the iPhone. In March, for example, it launched new green intelligent options for the iPhone 13 lineup. Last year, the iPhone 12 and 12 Mini got a new purple color. 

The new intelligent could also give Samsung a way to keep the Galaxy S22 at the top of consumers’ minds now that the contrivance has been on the market for nearly six months. That could be important heading into the fall, when Samsung will liable be competing with Apple’s upcoming rumored iPhone 14. 

Samsung will have bigger announcements coming in the next combine of weeks. Its next Unpacked event is scheduled for Aug. 10, where it’s anticipated to introduce the Galaxy Z Fold 4, Galaxy Z Flip 4 and other devices.