Smartphone design hasn’t evolved in recent years, but Samsung is changing the game by giving its customers the chance to be part of the design process. During a virtual press event on October 20, 2021, the company introduced a made-to-order version of its Flip 3 smartphone that allows people to select from various design options that may reflect their personality or taste. Customers can choose frame options of black or silver, select various colors (blue, yellow, white, pink, or black) for its front and back panels, or opt for a stripes pattern. The company said up to 49 combinations are possible.”This is the first time we’ve ever given customers this much customization on their mobile device,” the company said during the event.

Customers can now start customizing their phones through Samsung’s Bespoke Studio on its website for $1,099.99 and up. Samsung released the Galaxy Z Flip 3 in August. The Flip 3 is slimmer, lighter, more durable, and water-resistant than the previous foldable models and boasts new ways to multitask. The company’s Galaxy Watch 4 can also be customized through the Bespoke Studio. The smartwatch gained a few new updates to give users more control over the look and overall experience.

The latest press event coincided with Apple’s tech product launches. Apple, as well as Google, are releasing new gadgets in the market ahead of the hectic holiday season. The products are launching amid ongoing concerns about global component shortages and supply issues.