Is HMD’s Feature Phone Strategy Really About Digital Detox?

HMD Global, has built a reputation for reviving classic devices like feature phones. With campaigns like the “Better Me” phone project, HMD appears to promote the idea of digital detox—helping us unplug from the distractions of smartphones. But a recent announcement raises the question: Is HMD truly committed to this goal?

SmashX_60 recently tweeted about the integration of Cloud Mosa apps on upcoming HMD feature phones, including apps like YouTube, Facebook, Twitter, BBC news and others. These apps, which are often associated with smartphone distractions, stand in stark contrast to the notion of digital detox. If anything, this move could make feature phones just as addictive and time-consuming as their smarter counterparts.

The allure of feature phones has traditionally been their simplicity. They offer the essentials: calls, texts, and maybe a basic camera, all without the endless notifications and dopamine hits of social media and video streaming platforms. HMD’s strategy was perfectly aligned with the growing trend of digital minimalism, where users seek devices that help them regain control over their time.

However, with the inclusion of apps like YouTube, YouTube Music, YouTube Shorts, Facebook, and Twitter, HMD’s feature phones are becoming feature-rich and “smart” in ways that seem counterintuitive. While these apps may enhance the functionality of the phones, they also introduce the very distractions that HMD was ostensibly trying to shield users from.

The “Better Me” project may promote the concept of self-improvement through reduced screen time, but how effective can that really be when the very tools of distraction are now available on feature phones? Digital detox is not just about avoiding smartphones; it’s about creating boundaries and reducing the consumption of digital content that leads to overstimulation and dependency.

HMD needs to reconcile its vision. On one hand, it claims to provide solutions for overconnected lives, but on the other, it’s introducing apps that risk pulling users back into the trap of endless scrolling and notifications. Feature phones should be a gateway to less screen time, not a different form of digital addiction.

It’s worth watching how this strategy unfolds. Will HMD continue down this path, offering more apps and services that blur the line between feature phones and smartphones? Or will they refocus on the core promise of simplicity and digital wellness? One thing is clear: a truly effective digital detox doesn’t involve YouTube, Facebook, or Twitter.

For now, those looking for a true digital detox might need to look elsewhere—or hope that HMD returns to its roots of promoting simplicity.