Ahead of its upcoming Galaxy Unpacked occasion in August, Samsung is unveiling a brand new coloration variant of the flagship S22 it launched earlier this 12 months. Called “Bora Purple” after the Korean phrase for purple, the brand new hue will likely be out there just for the smallest S22, not the Plus and Ultra variations, although Samsung mentioned the colour will launch on “exciting new Galaxy devices later this year.” You’ll have the ability to purchase the Bora S22 on August tenth for a similar $800 as the unique mannequin, which additionally is available in violet, inexperienced, pink, white and black. 

We’ve seen Samsung launch purple devices earlier than, just like the “Orchid Gray” Galaxy S8, “Lilac Purple” Galaxy S9 and the lavender Z Flip 3. The S22 collection itself is already out there in violet, however the Bora version’s contour minimize digital camera housing is color-matched to the remainder of the cellphone, whereas this half on the older handset is gold. 

Samsung’s obsession with the colour purple is obvious within the press launch it issued to announce the launch of Bora. “[P]urple is for everyone, whether you’re a global pop sensation, someone with a playful sense of style or a teen who wants to stand out from the crowd,” the corporate wrote. “In that sense, the purple stands for the same things as Samsung Galaxy: embracing diversity, pushing boundaries, and relentlessly innovating under the philosophy of openness.”

The firm’s government vp and head of promoting Stephanie Choi additionally mentioned within the assertion “With its pastel and impartial tones, Bora Purple embodies optimism and a way of calm. It will unfold your world with the ability of selection.” Choi added “You don’t need to be a K-pop star or a mythical creature to embody mystery or power, you just need to be yourself.” 

That is all technically true, with or with no purple cellphone. During my transient hands-on with the brand new Bora S22, I didn’t really feel like a Ok-pop star or a legendary creature. I didn’t really feel like I embodied thriller or energy. I didn’t really feel extra optimistic or calm, although the cellphone is certainly fairly fairly.

We’re anticipating Samsung to launch 5 new Galaxy merchandise subsequent month, together with the next-generation Z Fold, Z Flip, Watch and Buds. Judging by the trace in at this time’s announcement, it is doubtless that Bora Purple will likely be a launch coloration for these units.