Illustration by Leah Abucayan for CNN; courtesy of Light, Punkt.ch, and Human Mobile Devices.
Based on data from CNN
You’re probably holding your smartphone right now, or it’s nearby. Maybe you came here through social media, an email newsletter, or a regular browser. Despite many people seeking a way to disconnect, smartphones remain an indispensable part of daily life.
Device dependence can take many forms: from the habit of checking every few minutes to serious concerns about privacy and the impact on sleep, productivity, and mental health. Even simply being in the same room as your phone can affect the brain. That’s why more and more people are looking for ways to reduce gadget impact without giving up basic connectivity.
One popular direction is the so-called “dumbphones” – phones with limited functionality or pre-smartphone models, sometimes also known as “feature phone” or “brick phone.” In certain communities, there are tips on where to find “deadstock” older models and compare them with modern devices to understand what exactly is worth keeping in daily use.
Demand for limited-function phones remains significant worldwide, but overall this segment is gradually shrinking: more and more people in developed countries are switching to smartphones. According to analysts, last year about 15% of global sales fell to feature-limited phones – roughly 210 million devices amounting to about $3.2 billion. Meanwhile, the share of this niche varies by region, with Europe and parts of Asia remaining more active markets than North America.
Premium Alternatives and a New Cultural Shift
In developed economies, niche manufacturers are emerging that release premium alternatives aimed at changing the culture of gadget use under the influence of movements like Bring Back Blackberry, hashtags #BringBackFlipPhones, and the Smartphone Free Childhood initiative in the United Kingdom.
Obviously, the founders of such brands have their own stories of disillusionment with the mobile world. For instance, Petter Neby launched Punkt in 2008, inspired by the Blackberry experience in the mid-2000s.
“I was spellbound.”
The first Punkt dumbphone – the MP01, released in 2015, featured a tactile keypad and a sturdy body; it supported calls, SMS, a calendar, and an alarm. The MP01 design became a signal to the concept of “digital minimalism” – the device should be a choice, not a compulsion to give up technology. It also hinted at the possibility of sharing a number with a paired smartphone, while preserving the user’s freedom of choice.
Kaiwei Tang, co-founder of Light, noted that the project originated from the shadow of Google Creative Lab in 2014. He and his future partner Joe Hollier saw the need for a device that reduces dependence on online ecosystems. “The problem isn’t the device, but the business model: the attention economy”, Tang explained. “Every free app, every social media platform, every browser tries to keep users engaged as much as possible, collecting data and grouping people for sale to advertisers”.
Light was envisioned as a device that “closes” the attention economy: no ads, a clear end to each interaction, and a minimal feature set. The first models appeared in 2017, and today The Light Phone exists in several generations with 5G support, NFC and biometric scanners, but without the usual store apps.
“I want to make it boring.”
Light continues to develop the concept of minimal focus: introducing two-factor authentication, contactless payments, and the possibility of integrating artificial intelligence for assistive features. The team emphasizes that they are not enemies of technology, but aim to offer a different lifestyle – more conscious and controlled in how they use gadgets.
In 2023–2024, Light introduced a new generation of devices and continues to develop an ad-free ecosystem. The brand has become an example of how premium dumbphones can compete with the mass market through convenience, privacy, and a sense of control over the digital experience.
“People are extremely dissatisfied with how devices are set up today, and they want change.”
Another recent initiative – Fuse from Nokia HMD Global, which combines simplicity with the possibility of unlocking additional features over time. By default the device restricts access to certain capabilities, but guardians can expand functionality for children or teens. Such solutions highlight manufacturers’ desire to provide safety and control while preserving the minimalist design and usability.
Although the market for premium dumbphones remains relatively narrow, an interesting discussion is unfolding: can large manufacturers integrate similar solutions into their lineups without undermining core models and business models? Analysts believe that at a global scale this will be harder than for niche brands, but not impossible to pursue changes when demand for safety and control over the digital experience grows.
In the end, premium dumbphones demonstrate not just a trend, but a cultural shift: consumers increasingly seek a balance between the convenience of mobile communication and mindful use of technology. For some, that means a simple device with minimal functions, for others – an ethical choice in favor of privacy, child safety, and a more measured life in the digital world.
