Bloomberg: Microsoft to launch no more than 6 new smartphones per year from now on

Microsoft's phone business is changing. Earlier today, the company announced that it would cut up to 7,800 jobs, mostly in the phone business. Moreover, CEO Satya Nadella said that Microsoft's smartphone portfolio would be streamlined, from now on including only three types of devices: value phones, business phones, and flagships.

Thanks to Bloomberg and a person familiar with the matter, we now have more details on Microsoft's plans regarding future phone releases. Reportedly, Microsoft wants to launch "one or two models a year" in each of the three categories mentioned above. If that's true, we'll have no more than 6 new Microsoft Lumias per year.

This year, Microsoft already announced 6 smartphones: Lumia 435, Lumia 532, Lumia 640, Lumia 640 XL, Lumia 430, and Lumia 540 Dual. However, this doesn't mean we won't see newer models before the end of 2015, since Microsoft's new strategy is probably taking effect starting next year. Plus, the handsets released until now don't offer high-end features, and Microsoft definitely needs a flagship to be launched alongside Windows 10 Mobile. This flagship could be the rumored Lumia 940, but, right now, nothing's confirmed.

Windows 10 Mobile should be released in September, so we'll see then what happens.

source: Bloomberg via Neowin



1. theguy2345

Posts: 1216; Member since: Jun 24, 2014

Good. I even predicted this in an earlier article. This is the way it should have been from the beginning. Nokia was just churning out phones left and right. Make a low end, mid range, and high end, each with an XL version, because phablets have become popular.

2. meanestgenius

Posts: 22504; Member since: May 28, 2014

Agreed. Over saturation of the market isn't always a smart business plan, as even Samsung is learning. Looking forward to what Windows 10 Mobile will bring to the smartphone space.

5. theguy2345

Posts: 1216; Member since: Jun 24, 2014

It's a horrible business plan. It makes the lineup confusing to understand, the phones become half-assed because they are working on so many at a time. And for Microsoft, it means they have most of the phones for the windows phone market. They just need to make phones that do what the surface did. Give an example for OEMs, and give them breathing room at the same time.

10. meanestgenius

Posts: 22504; Member since: May 28, 2014


9. Canaan

Posts: 351; Member since: May 25, 2014

Samsung is hardly learning, they just released the S6 active and are going to release the S6 plus in a few weeks along with Galaxy JP and Galaxy A8 and who knows what else. It seems like they release a phone every month and then they wonder why their profits are down.

16. TerryTerius unregistered

Thing is, that's true of the entire industry save for Apple. Xiaomi didn't sell as many hands as they predicted, neither did HTC, LG, Samsung, or anyone else. The market is becoming saturated, and sales are slowing down worldwide. Partly because older handsets are becoming outdated more slowly, and partly because smartphone development has basically plateaued and there aren't really compelling reasons to upgrade for new generations. Same thing is happening with tablets. Even if Samsung followed that 3 Phone a year strategy, it is highly unlikely they would have avoided the wall. What's happening now was an inevitability. Aside from that, it appears that the S6 EDGE plus is the successor of the note edge for this year. Supposedly because Samsung is unable to create a dual curved screen device with a stylus. In other words, it's there for a reason as opposed to being another phone that exists for the sake of existing. And I'm willing to bet a fair amount of people will want a larger version of the edge. But who knows, being Samsung they may sell the note 6, note 5 edge, & S6 edge plus simultaneously. Who knows.

4. InsertUsernameHere

Posts: 430; Member since: Aug 31, 2014

I can't wait for the flagships to come out.

6. DeusExCellula

Posts: 1390; Member since: Oct 05, 2014


7. Kratos7

Posts: 62; Member since: May 15, 2015


11. Derekjeter

Posts: 1557; Member since: Oct 27, 2011

That's f@cking hilarious!

8. dimas

Posts: 3420; Member since: Jul 22, 2014

How about just settle with three? low, mid, and flagship models? Easier to remember, easier for people to get your phone among the flagship floods in the market.

12. Derekjeter

Posts: 1557; Member since: Oct 27, 2011

They will only launch 6 phones a year and will only sell 1,000 of each. Lol ugly OS WP.

17. yoosufmuneer

Posts: 1518; Member since: Feb 14, 2015

I know. Because it isn't made by Apple right?

14. Cheezwiz

Posts: 500; Member since: Dec 29, 2014

don't care, just get them to market so I can buy one. I really want to try out W10Mobile

19. Suo.Eno

Posts: 556; Member since: Feb 17, 2013

SIX phones PER YEAR + the term "streamlined = does not compute. That just means you're gearing up to go it Chinese style and against the Chinese OEMs' tsunami, is that necessary? Samsung put out a lot more every 3 quarters doesn't mean that that's a good idea for them either ergo @meanestgenius is correct. Just a quarter back before S6's debut they were about to rethink a lot of moves in between heavy sweat. 10 SD410 phones in 1 swoop was a dumb idea everyone kept saying so but they never listened...

20. tsarma12

Posts: 10; Member since: Jul 08, 2015

they should consider about the display size...

21. razraptre

Posts: 168; Member since: Oct 21, 2014

Good. We've had too many low end phones with overlapping specs launched in the same time span.

22. smoothiii

Posts: 20; Member since: Jun 25, 2013

The former CEO of Nokia did some sort of under the table deal. All of the leaders of Nokia, just like Blackberry, had no clue on the direction of the market even though Apple was leading it. They failed to react quickly and if anyone could have reacted quickly it should have been Nokia. The CEO sold them out. It was clear that Microsoft mobile was not popular and yet they kept pushing this crap every quarter and could have sold some Android phones and proven out success or not. And they tried their own software, which was a failure immediately. Meanwhile, all those execs have pockets of money and 7,000 + workers are out. I am telling you this smells similar to the sale of Chrysler to Mercedes where Robert Eaton got a 75 million dollar payoff for that deal and in the end Chrysler lost out and now became better off after being sold or spin off by Mercedes. Those Nokia execs sold out an entire workforce affecting an entire country. It is down right pathetic. I hope the new Nokia comes back in a year and kills it. I have never been a Nokia or Apple fan, but I do like competition. Microsoft should have just used OEM's like Foxconn, etc, to continue their manufacturing and could have trimmed down production without these types of cuts. Should have never bought Nokia, NEVER!

23. roscuthiii

Posts: 2383; Member since: Jul 18, 2010

Even 6 seems like a lot. High end. Mid end. Low end. Phablet. Four phones per year that's it. Maybe on the outside chance a limited release concept or developer device.

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