HMD Cans Nokia Smartphones
HMD Global, the Finnish company that has been licensing the Nokia brand for smartphones, has quietly phased out Nokia-branded smartphones from its lineup.
The company initially relied on the iconic Nokia name to establish a foothold in the competitive smartphone market. However, over time, it shifted its strategy. As a result, the company now focuses on building its own brand. In recent years, it has consistently released a series of smartphones under the HMD name.
This move is evident on the company’s official website. Specifically, when visiting the smartphone section, it now exclusively showcases HMD-branded devices. Notably, these include the Key, Arc, Skyline, Fusion, Aura, and Pulse.
Conversely, Nokia-branded smartphones have been relegated to a separate “legacy devices” page, where they are all listed as “no longer available.” Notably, this includes the relatively recent Nokia XR21, which was launched in mid-2023 but is now seemingly available only under the HMD XR21 moniker.
This strategic shift shows that HMD has successfully built its own brand identity. The company now appears confident in its ability to stand independently. As a result, it is moving away from relying on the Nokia name for its flagship devices.
While the Nokia brand may no longer be prominent in the smartphone segment, it continues to be utilised by the company for its range of low-cost feature phones, offering a simpler, more basic mobile experience.
