Heineken's Boring Phone Wants To Take You Back to A Simpler Time [CNET News]
Mattel, Inc. (MAT)
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Source: CNET News
smartphone . The beer maker, in collaboration with fashion brand Bodega and device maker HMD, is launching the Boring Phone, a transparent flip phone designed primarily for making calls and sending text messages -- just like in the old days. Based on Heineken's press release , it's unclear exactly what the phone can and can't do (some modern flip phones can download versions of smartphone apps). But it does say the phone "is unable to download social media or other apps that take away from being present." The phone will debut at Milan Design Week on April 18, and an app for modern smartphones that makes them "boring" is also slated for a June launch. The Borning Phone is the latest effort to capitalize on two trends that have been in the spotlight recently: vintage tech and " digital detoxing ," a term used to describe disconnecting or scaling back from smartphones and technology. At Mobile World Congress in February, for example, HMD also teamed up with Mattel on a Barbie-inspire
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