Smartphone design hasn’t changed in recent years, but Samsung is changing the game by giving its customers the chance to be part of the design process. On 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. The Flip 3, which was put on sale in August, is slimmer, lighter, and more durable than Samsung’s previous foldable models. The phone also features new ways to multitask.

Samsung’s Galaxy Watch 4 can also be customized through the Bespoke Studio. The smartwatch gained new updates to give users more control over the look and overall experience. Samsung’s latest press event fell on the same week as Apple’s tech events. Apple, as well as Google, are introducing new devices ahead of the holiday season.