HMD Global is giving up on selling Nokia-branded smartphones, focusing on releasing devices under its own brand. According to TechNetBooks, HMD smartphones are now available exclusively under names such as HMD Key, Arc, Skyline, Fusion, Aura, and Pulse.

The Nokia brand in the smartphone era

The Nokia brand, once a leader in the mobile phone market, has faced difficulties in recent years. After Nokia’s unsuccessful partnership with Microsoft, which included the release of devices on Windows Phone, in 2016 HMD Global acquired the rights to use the Nokia brand for smartphones.

Under HMD’s leadership, several successful models were released, such as the Nokia 6, Nokia 7 Plus, and Nokia 9 PureView. However, in recent years, the company has gradually begun to switch to using its own brand.

What has changed?

On the official HMD Global website, Nokia smartphones are now moved to the legacy category and marked as unavailable. This officially confirms the complete abandonment of the Nokia brand for smartphones.

However, HMD intends to retain the Nokia brand for feature phones. This decision is due to the popularity of simple and affordable devices, which continue to be in demand in certain markets.

A new path for HMD

HMD Global has been actively promoting its own devices, such as the HMD Skyline and HMD Fusion, focusing on affordability, repairability and longevity. The transition to its own brand allows the company to more flexibly position its products in the market, while maintaining the recognition of the Nokia brand for a different category of devices.