For those who still haven’t given in to the smartphone revolution, or are on the hunt for a pre-teen birthday gift, Apple today launched a discounted 16GB iPod touch with some new features.

The device is on sale now for $199; the larger 32GB and 64GB models are priced at $249 and $299, respectively.

Cupertino first launched a 16GB iPod touch in May 2013 for $229, but it did not include a rear camera and was only offered in black with a grey backing. Now, the device is just $199 and includes a 5-megapixel rear camera and comes in pink, yellow, blue, silver, space gray, and (PRODUCT) RED.

The entire iPod touch lineup boasts a 4-inch Retina display, Apple’s A5 chip, and a front-facing camera for FaceTime chats (and selfies, of course).

Each device also comes straight out of the box with iOS 7 and more than 200 built-in camera features, like photo filters, image organization, and iCloud sharing. Come this fall, the iPod family will support Apple’s new iOS 8 operating system.

Plus, users will have access to the 1.2 million-plus apps available for download in the iTunes App Store, where customers can also pick up music, TV shows, movies, and books.

The new $199 iPod touch is available today in the U.S., and will roll out to worldwide consumers in the coming days.

But since most people already carry their favorite tunes and applications in their pocket, who is Apple really targeting with its discounted device? As PCMag lead analyst Sascha Segan suggested last year, the new iPod touch is geared toward parents, fitness buffs, media streamers, existing 8GB iPod touch owners, and digital camera owners.