Samsung made a serious statement about its status in the consumer tech arena at its Premiere Event last night, unleashing more products in a single day than many firms do in an entire year.
We already knew about a trio of Galaxy S4 spin-offs (Active, Zoom and Mini), but Samsung added still more choice to its leading smartphone line with five new colour options for the mainstream GS4 itself.
We'd already caught wind of a couple of the new shades already, though others were completely new. And even those we knew about only existed in our minds as mere colours, not expressions of imaginative creativity.
That's what we'll charitably call the over-eager mental splurge that produced the names Blue Arctic, Purple Mirage, Red Aurora, Brown Autumn and Pink Twilight.
No matter what you think of the names themselves (what the hell is a purple mirage anyway?), the point is the Galaxy S4 has been given a whole whack of new colour options.
And at least Samsung hasn't done the usual thing of acting like introducing a new colour is almost the same as unveiling a whole new product.
There'll no doubt be all kinds of caveats involving network exclusives and all that, meaning the above pic might just be the best chance you'll ever have of seeing all five together.We'll give you more details once they become clear.