Global beer company Heineken is set to introduce a limited edition of a retro-style flip phone called “Boring Phone.”
On the 16th (local time), IT specialist outlet The Verge reported that Heineken and Finnish electronics company HMD will unveil the joint creation of the Boring Phone at the Milan Design Week on the 18th.
The Boring Phone is a semi-transparent flip phone with primary functions limited to calls and text messages. It features a 2.8-inch QVGA display on the inside, a 1.77-inch display on the outside, and a 3.5mm headphone jack.
You cannot use the Internet function like a regular smartphone. It only has a 0.3-megapixel camera. However, it does bring back the nostalgic game Snake that was once popular on Nokia phones from HMD in the past.
The reason behind Heineken and HMD naming this phone Boring is due to its simplistic features.
Company representatives explained that they created this seemingly boring phone to take us back to a time before smartphones existed.
Heineken representative Nabil Nasser explained the rationale behind the Boring Phone, saying, “We wanted people to truly connect over a beer without being constantly interrupted by buzzing and noise.”
The Boring Phone will be produced in a limited edition of 5,000 units. It will not be available for direct purchase by consumers but will only be offered through social media giveaways in the UK. It’s expected to be launched in other countries by the end of this year.
Meanwhile, HMD plans to release an app in June that “makes smartphones boring.”
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