Dubai – November 2025

In a world dominated by hyperconnected apps, AI-driven feeds, and endless screen time, a quiet revolution is reshaping how people relate to technology. Feature phones once dismissed as relics of the early 2000s are making a stunning comeback. But this time, their rise isn’t fueled by nostalgia alone. It’s driven by a profound shift in human behavior: a desire for balance, mental clarity, and control.

At the center of this transformation is HMD, the company behind Nokia phones, which is not only embracing the movement but shaping it. As highlighted recently by CNN, the resurgence of so-called “dumbphones” signals something bigger than a trend. It reflects a global cultural reset one that values intention over constant notification, presence over distraction, and wellbeing over digital overload.

Digital Detox, Without Disconnecting From Life

For HMD, this shift didn’t happen overnight. The company has been watching the tide turn for years. Demand for Nokia feature phones and new HMD original devices has risen steadily across the Middle East, Africa, and Asia regions where digital minimalism is rapidly gaining traction. And unexpectedly, it’s not just older generations fueling the movement. It’s Gen Z, a demographic redefining what healthy connectivity means.

One of the standout successes is the HMD Skyline, celebrated for its sleek design and built-in Digital Detox Mode, enabling users to set boundaries, cut digital noise, and regain focus. Meanwhile, the HMD Barbie Phone, a limited-edition flip phone created in partnership with Mattel, became a viral sensation in 2024 blending nostalgia with empowerment and capturing the hearts of millions on TikTok and Instagram Reels.

The newly launched HMD Touch 4G brings a “middle-path” approach: a compact device that is made for calls, messages, and music, with limited apps perfect for people who want connectivity without chaos.

“People Are Re-Evaluating Their Relationship With Technology”

According to Sanmeet Singh Kochhar, SVP of HMD Global for Europe, Asia, the Middle East and Africa:

“People are rethinking how they want technology to fit into their lives. The appeal of feature phones today is not simply affordability it’s mindfulness. Whether it’s a parent buying their child’s first phone or a young professional trying to unplug, people are realizing that sometimes less truly is more.”

He adds:

“This is not just nostalgia. It’s intentionality. Devices like the HMD Skyline and our Nokia feature phone range give people the power to choose how connected they want to be.”

The Rise of the Mindful Consumer

Internal HMD research aligns with what is happening globally:

• Parents want safer, more controlled digital entry points for children.
• Professionals and creators are embracing the dual-device lifestyle: one smartphone for work, one simple phone for mental balance.

HMD’s Screenwise Child program further supports this shift, helping families foster healthier digital habits from an early age.

Global data also confirms the trend. According to Counterpoint Research, feature phones still represent around 15% of handset sales worldwide, amounting to 210 million devices every year. Interest continues to grow in regions like the GCC, where digital wellbeing and mindful living are increasingly valued.

While minimalist-tech competitors such as Light and Punkt are capturing attention, HMD maintains a powerful edge thanks to its scale, heritage, and design evolution. Reimagined Nokia classics such as the Nokia 2660 Flip and Nokia 3210 (2024 Edition) continue exceeding sales expectations, proving that timeless design still resonates.

A New Era of Technology: Smart Minimalism

Analysts describe this movement as the beginning of a new chapter in the mobile industry one not driven by chipset specs or camera megapixels, but by purpose. Users are choosing devices that help them live better, not just connect faster. And HMD’s portfolio mirrors this transition, balancing modern software with simplicity, and digital convenience with intentional living.

As Kochhar puts it:

“We’re not in the business of making people more connected we’re helping them connect better. Whether it’s through Digital Detox Mode on the HMD Skyline or a simple flip phone that reminds you to look up once in a while, our mission is to build technology that gives people back their time.”