HMD, the company known for Nokia-branded phones, has partnered with Heineken and fashion retailer Bodega to launch a unique feature phone named “The Boring Phone.” This collaboration targets the increasing trend of digital detox among Gen Z, encouraging users to prioritize face-to-face interactions and decrease their screen time.

The Boring Phone comes with a transparent flip design, reminiscent of classic mobile phones. It focuses on essential functions, offering a 2.8-inch primary display and a 1.77-inch secondary screen. Despite its basic 0.3MP camera, the phone delivers an impressive battery life with up to a week of standby time and 20 hours of talk time. It also supports 4G, 3G, and 2G networks to ensure reliable connectivity.

Heineken x Bodega Boring Phone: A Detailed Overview The Heineken x Bodega Boring Phone is a limited-edition ‘dumb’ phone designed to eliminate the distractions of modern smartphones. It emphasizes basic functions like making calls and sending texts, aiming to address the trend of excessive smartphone use, especially during social events.

According to recent research commissioned by Heineken and conducted by HMD, 90% of Zillennials in the UK and US admit to doom scrolling while socializing, checking their devices an average of seven times per night out.

We’re thrilled to partner up with @Heineken and @Bodega to launch ‘The Boring Phone.’

Ready to enjoy more with less? https://t.co/qvzM9EJ9z8
https://t.co/qvzM9EJ9z8

— HMD (@HMDdevices) April 17, 2024

The phone’s design draws inspiration from Gen Z’s Newtro fashion trend, featuring a transparent casing and holographic stickers that evoke early 2000s mobile phones. It excludes social media and other distracting apps, except for the classic game Snake.

Limited Release Unlike traditional commercial models, “The Boring Phone” is not available for general purchase. HMD, Heineken, and Bodega plan to distribute a limited quantity of 5,000 units through selected offline events in several European countries and certain regions of the United States. Unfortunately, the phone will not be available in India.

Availability and Upcoming Features The Boring Phone will make its debut at Milan Design Week on April 18 and will be distributed through competitions and consumer events worldwide. HMD has also announced the launch of an app designed to “turn smartphones boring,” available for download from June onwards.

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