One of the most famous names in the mobile industry could be on the way out if reported plans from Microsoft come to pass.
The firm is said to be looking to phase out the use of the Nokia brand completely over the coming months as it seeks to bring the Finnish manufacturer – which it bought earlier this year – further into its fold.
This comes from a leaked internal document that was obtained by Geek on Gadgets, and has been verified as authentic by the Verge. In it, Microsoft states: "As part of our phased transition, we will drop the manufacturer name [Nokia] from product references during the holiday campaign."
As a result, it's likely that the firm's range of Windows Phone devices will in future be known simply by the Lumia name. And this is not the end of the purported rebranded efforts, as the company is also said to be dropping the Windows Phone name, in favour of the simpler Windows.
Indeed, if you've seen any advertising recently, you may have already noticed the Nokia and Windows Phone names seem to be on the way out. The Verge noted advertising for the Lumia 930 and Cortana virtual assistant makes almost no mention of Windows Phone, while HTC's new One M8 just uses Windows as opposed to Windows Phone.
But it may be the loss of the Nokia brand that's more noticeable to many people. How many of us have fond memories of playing Snake on an old 3310, or having that famous jingle as our first-ever ringtone?
PC Pro noted the dropping of the brand shouldn't come as a surprise, given Microsoft has been very clear about its plans for the Nokia name following its $7.2 billion (£4.42 billion) takeover – which in any case only gave Microsoft the rights to the brand until December 2015.
But it seems the company is pressing ahead more quickly with plans to take Nokia off life support, which will see one of the mobile market's great pioneers finally disappear for good.