Microsoft is officially cutting the Nokia branding on its Lumia handsets. From now on, its smartphones will be branded with the Microsoft Lumia name.
Existing phone websites and social network accounts will transition to the new branding, and Microsoft also says it's "looking forward to unveiling a Microsoft Lumia device soon." Microsoft will, however, continue to use Nokia branding on entry-level phones—creating a tiered system where Microsoft is premium and Nokia is budget. Nice.
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It's hardly a surprising move by Microsoft, which has clear desires to create its own, well-defined hardware brand. And the results look... kinda nice to be honest. It'll be interesting to see how the thoroughbred Windows handsets turn out. [Nokia Conversations]