Apple is highlighting the iPhone 5s in new print advertisements in The New Yorker, Entertainment Weekly, and Sports Illustrated. MacRumors first spotted the ad.

And no surprise, the ad touts both the Touch ID feature and the new handset’s gold color choice:

Your finger is the password.

Touch ID was created not only to protect all the important and personal information on your phone, but to be so easy to use, you’ll actually use it. Its state-of-the-art technology learns your unique fingerprint, so you can unlock your phone or even authorize purchases with just a simple touch.

Touch ID. Only on iPhone 5s.

The pictured ad from The New Yorker features T-Mobile branding. But the ads in Entertainment Weekly and Sports Illustrated have the Sprint logo.

In the fine print of the ad, Apple does mention the “limited availability” of the handset.

The new advertisement is a bit of a change for Apple. Ever since both handsets launched in late April, the bulk of Apple’s print and TV spots focused on the colorful, and more widely available, iPhone 5c.

Even though it has been almost a month since launch, the iPhone 5s is still difficult to come by. And that’s not likely to change any time soon as Apple will launch both devices in a number of new countries on Friday, Oct. 25 and Friday, Nov. 1.

While Apple announced that more than 9 million handsets were sold during launch weekend, it didn’t break down the sales number of the individual models. Other data suggests that the iPhone 5s is three times as popular as the iPhone 5c.