Samsung’s Galaxy S22 will be available in another purple color on August 10

Its front Galaxy Unpacked event coming up in August, Samsung is revealing a new color variant of its flagship S22 that it launched earlier this year. Called “Bora Purple” after the Korean word for purple, the new color will only be available to Smallest S22not Plus and Ultra version, though Samsung says the color will debut on “exciting new Galaxy devices later this year.” You’ll be able to buy the Bora S22 on August 10 for the same $800 as the original model, which also comes in purple, green, pink, white, and black colors.

We’ve seen Samsung launch purple gadgets before, like “Orchid Gray” Galaxy S8“Lilac Purple” Galaxy S9 and lavender Z Flip 3. The S22 series itself is available in purple, but the Bora version’s border-cut camera housing is color-coordinated with the rest of the phone, while this on the older handset is gold.

Samsung’s obsession with purple is evident in the press release it released to announce the Bora’s launch. “[P]Urple is for everyone, whether you’re a global celebrity, someone with a playful style, or a teenager who wants to stand out from the crowd,” the company wrote. In that sense, purple symbolizes the same things as the Samsung Galaxy: embracing diversity, pushing boundaries, and constantly innovating under the philosophy of openness. “

The company’s executive vice president and head of marketing Stephanie Choi also said in the statement, “With neutral and pastel tones, Bora Purple exudes optimism and a sense of peace. It will open your world to the power of choice. “Choi added.” You don’t have to be a K-pop star or a mythical creature to exude mystery or power, you just have to be yourself. ”

That’s technically true, with or without the purple phone. During my short hands-on with the new Bora S22, I didn’t feel like a K-pop star or a mythical creature. I don’t feel like I embody mystery or power. I don’t feel more optimistic or calm, although the phone is actually quite nice.

We expect Samsung to launch five new Galaxy products next month, including the next-generation Z Fold, Z Flip, Watch and Buds. Judging by the hint in today’s announcement, it is likely that Bora Purple will be the launch color for these devices.