Samsung’s long-rumored foldable smartphone could be announced as soon as November, according to the company’s own CEO, DJ Koh. The executive recently told CNBC that despite challenges in development, the manufacturer has moved forward with the device thanks to consumer interest.

The company could announce the device during the Samsung Developer Conference, which takes place November 7-8. Koh did not reveal any details about the smartphone but did mention during the recent IFA conference that one big caveat about Samsung releasing this device was ensuring it has a purpose. However, as smartphones become even more ubiquitous, such a new aspect could reinvigorate interest in high-end Android devices.

Samsung itself has come under fire for many of its recent devices being similar in design, which led to low sales of models such as the Galaxy S9. Even as other manufacturers adopt the curved display design from Samsung to give their smartphones and extra flair, Samsung as a product leader comes under special pressure to perform in ways other manufacturers cannot.

Rumors about Samsung’s foldable smartphone have circulated for years. Samsung first announced its YUOM flexible display technology in 2013 during CES and demoed a 5.68-inch model of the display at CES the following year. There have been reports of Samsung releasing a foldable display device since then. Rumors include details of a device codenamed “Project Valley” and then the Samsung Galaxy X. Most recently the device has been pegged as a 7-inch device that folds like a wallet with a $1,500 price tag.