Turkish Airlines already has a well-regarded business class, but its new offering could help it cut into the market share of its Middle East rivals.
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Turkish Airlines unveiled a new business-class product called Crystal at the Farnborough Airshow in July.
Its business class already has a good reputation, ranked 10th worldwide by Skytrax.
However, Turkish Airlines faces steep competition. Other Middle Eastern airlines, like Qatar Airways and Emirates, have built strong reputations thanks partly because of their business-class offerings.
For Turkish, which is expanding its operations, an upgrade could help it cut into market share.
Turkish Airlines says Crystal will be gradually installed on its Airbus A350 jets on order, plus retrofitted onto its Boeing 777 aircraft.
For the first time, its business class will feature privacy dividers and sliding doors in every suite. It has a sleek design, and also comes with bigger entertainment screens plus a larger footwell.
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The new product is the airline's unique design, developed by its subsidiary, TCI Aircraft Interiors.
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Turkish Airlines was recently named the 10th-best airline for business class in the world by Skytrax.
Its lounge in Istanbul Airport is often listed as one of the world's best airline lounges and is one of a few Skytrax has rated five stars.
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Emirates, Etihad, and Qatar Airways are known for their first-rate business-class products.
Qatar, which won Skytrax's best business class and best airline awards, also unveiled its QSuite Next Gen at Farnborough.
Emirates was ranked fourth for its business class offering by Skytrax, while Abu Dhabi's Etihad was 12th.
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However, the abundance of light colors might make it age quicker than the dark tones of its current product.
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There's more space in the footwell, and unlike the current product, each suite has sliding doors and a privacy panel.
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The fabrics and leathers are all sourced from Turkey.
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It looked like the cabin will be arranged in a classic 1-2-1 formation, so every passenger has direct aisle access.
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This staggered arrangement is sometimes playfully called the honeymoon-divorce configuration because you're either closer to or further away from your neighbor.
Qatar Airways QSuite and Singapore Airlines' A380 first-class offer a double bed option.
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The new monitors measure at 22 inches instead of 18 inches.
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The handles and seat-position buttons have rose-gold finishes, while the console table is in a marble style.
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You can find USB-C outlets as well.
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At the moment, Turkish Airlines' business class passengers will find travel sets from Ferragamo.
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Last December, Turkish Airlines ordered 70 A350s.
Crystal will also be retrofitted on its existing Boeing 777 aircraft.
