Force Touch and improved specs won’t be the only update to Apple’s next iPhone 6s and iPhone 6s Plus. A handful of images—some old, some new—shared through social media in China suggest Apple will also introduce a new color to the lineup: rose gold.

Surprised? This isn’t the first time we’ve heard a new color option would be available this fall.

As the images clearly show, Apple will likely add a pinkish hue to its iPhone lineup, making it the fourth color option in addition to space gray, gold and silver.

You might be thinking to yourself, “Well, geez, it’s just a pink iPhone.” You are correct about that. But consider how much of positive impact this new color could have on sales.

When Apple introduced gold with the iPhone 5s, it very quickly became a hit, and was especially popular overseas. Imagine how consumers will react to this more fashion-centric choice. You can bet it’ll be a popular item among celebrities.

As Cult of Mac notes, the images have been shared a few hundred thousand times already, so it’s clear people are excited. It’s a subtle addition, and it’s not like we haven’t seen the color pink in mobile before. But seeing as this year’s “S” upgrade will likely be incremental, what better way to fan the flames than introduce a new color? It’s smart business.