Commodore, which can trace its lineage to the roots of microcomputing in the 1980s, released a not-so-dumb dumbphone Tuesday.
Its US$499 Callback 8020 flip phone is a mix of both "dumb" and smart features. They include:
The Callback arrives at a time when a growing number of consumers, parents and policymakers are questioning the cost of never-ending connectivity, carrying all of the world's information in your pocket, and chasing "likes" on a glowing black rectangle, Commodore noted in a statement.
Commodore is positioning the device not just as a retreat from "Black Mirror" technology, it continued, but as a return to technology's original promise: tools that serve their users, not enslave them. Where the customer is not the product. And where the product reflects the techno-optimism of the "future we were promised" from the early 2000s.
"[T]he minimal phones I tried were too minimal, and so at Commodore we set out to create 'the not dumb dumbphone,'" Commodore CEO Peri Fractic explained in a statement.
"The Commodore Callback is the phone I wished had existed when I started my journey," he added, "and the one we now want to put in the hands of everyone who's ready to escape the doomscrolling and distractions, with a speed bump for the mind."
"This is not a toy," said Ross Rubin, the principal analyst at Reticle Research , a consumer technology advisory firm in New York City.
"This is a smartphone that's far more capable than the feature phones of the '90s," he told TechNewsWorld. "There are a wide range of apps you can put on it, and it's got a decent processor. It can meet a lot of basic needs."
The Commodore Callback combines a retro flip-phone design with modern communication features.
Nevertheless, the sticker price of the phone might give some consumers pause. "You can certainly get a pretty competent Android smartphone for $499," Rubin argued.
The Callback strikes an interesting balance between modern connectivity and retro design, observed Mark N. Vena, president and principal analyst of SmartTech Research , a technology advisory firm in Las Vegas. "It delivers enough functionality to stay relevant without trying to compete head-to-head with flagship smartphones, which is exactly the point," he told TechNewsWorld.
The Commodore Callback seems thoughtfully designed, added Thad Hwang, CEO and founder of Goji Mobile , a mobile plan marketplace in Los Angeles. "It handles the basic necessities many people are looking for," he told TechNewsWorld. "The closed front shows time and date, and you can make calls easily with the traditional number pad."
"Obviously, texting and navigating is a bit more difficult compared to a touchscreen keyboard, but that was intentional," he added. "The goal is clearly less time-wasting scrolling and more intentional productivity."
Seymour Segnit, founder and CEO of Magfast , a New York City maker of magnetic wireless chargers and other charging products for phones, tablets, and wearables, pointed out that the Callback intentionally targets a sweet spot between a classic, old-school feature phone and a smartphone. "Since consumers expect basic features such as messaging, solid connectivity, and support for modern networks, this is probably the most realistic path," he told TechNewsWorld.
"Designing interfaces that are too complex for the user is not the real problem," he said. "It's about keeping the features people actually want or need. In designing consumer electronics, intentional rest…