Pre-iPhone Era Smartphone Champion Refreshes Brand Image And Announces New Self-Fixing Device

Nokia Corp. NOK has unveiled a new brand logo and launched a next-generation smartphone that users can fix themselves. 

What Happened: Before refreshing and introducing a new visual identity, Nokia announced a new smartphone — G22 — that encourages the "Fix It Yourself" trend. 

See Also: Apple MR Headset Delayed Once More, Could Launch Alongside iPhone 15 Later This Year

The smartphone comes with a 6.5-inch screen, 50-megapixel main camera, refined audio, AI camera, OZO Playback and Memory Extension Tool, among other features that standard smartphones have. 

However, the phone's outer shell makes it different from other smartphones available in the market. 

Nokia G22 comes with a 100% recyclable plastic back that users can remove easily and swap out battery or screen replacements — without waiting hours at repair shops or facing potential data loss. 

Nokia's latest device invention advocates QuickFix repairability to empower users and allow them to fix their phones themselves. 

The smartphone was launched alongside a redesigned logo to ensure that people stop associating the company with only mobile phones — a business it left almost decades ago, reported Bloomberg. 

During an interview, Nokia CEO Pekka Lundmark said, "In most people's minds, we are still a successful mobile phone brand, but this is not what Nokia is about."

Why It's Important: In 2009, it was reported that Nokia, the then number one headset maker, was defeated by Apple Inc. AAPL in terms of the highest total operating profit in the industry for the third quarter. 

According to the same report, it was the first time the former headset champion lost to a competitor since earning its crown. 

Check out more of Benzinga's Consumer Tech coverage by following this link.

Read Next: iPhone 15 Might Push HD Photography To New Heights, Thanks To This Japanese Giant