San Francisco-based Bluetooth headset maker Aliph has introduced its third generation headset, the Jawbone Prime. Along with offering four different colors, the company has also reworked its signature noise cancellation technology and fit options, which will make the device more adjustable for a wider range of consumers.

The Prime will have a talk time of about four and a half hours with a standby time of up to eight days. Aliph also says the device will be able to charge quickly — under an hour for a 100 percent charge in most cases. It will start at $130 beginning May 2 at Apple, AT&T, Best Buy Mobile and Verizon Wireless stores.

As you can see, the device does not come cheaply. But if past Jawbone sales are any indication, the Prime should have no problem attracting customers — it’s sold millions of units since its launch in 2006. Those who use it seem to swear by it, often referring to the signature noise-canceling technology that has made the company so well-known.

Aliph claims that the Prime will offer an even greater degree of background noise cancellation than its predecessors. The company says that the Prime should be able to cancel the noise effects of wind speeds up to 10 miles per hour.

On the aesthetic side of things, in addition to your standard headset colors of black, brown, and platinum, Aliph will offer the device in red, yellow, green and purple for the more fashion-forward among us. While I don’t need one in color, I’m sure this will help hike sales among the younger demographic.

Aliph is funded by Sequoia Capital and Khosla Ventures.

VentureBeat's mission is to be a digital town square for technical decision-makers to gain knowledge about transformative enterprise technology and transact. Discover our Briefings.