Microsoft is reportedly dropping the brand name “Nokia” from new devices, less than a year after acquiring the Finnish mobile firm.
New Nokia Lumia smartphones will instead be known as Microsoft Lumia, the company said.
Nokia’s non-mobile division, which is not owned by Microsoft, will continue to use the name.
The mobile operation was bought by Microsoft in April in a deal worth $7.2bn (£4.6bn). Since then, Microsoft has quietly shifted away from the Nokia brand.
A post on Nokia France’s Facebook page confirmed the branding shift. The renaming will roll out globally in due course, Microsoft has said.
The announcement comes despite Microsoft agreeing to a 10-year deal to use the Nokia name on mobile products.
Microsoft is currently having a big shake-up. In July, chief executive Satya Nadella announced the cutting of 18,000 jobs.
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