Microsoft could say goodbye to the brand Lumia by the end of the year. This reports the industry service WinBeta , citing internal sources at Microsoft. Instead, Microsoft wants to focus on the Surface Phone brand. However, Microsoft has not yet made the plans for the Surface Phone public.

The fact that Microsoft says goodbye to the Lumia smartphone series in the medium term is not very surprising. So Microsoft has already stopped the sale in the US shop and also reduced the presence in other regions. Even in the Microsoft shops, the devices should no longer be prominently displayed. Middlemen have also provided them with discounts . Even Microsoft itself has repeatedly lowered the selling price of the devices.


In addition, there are currently only the four models Lumia 550, the Lumia 650 and the two Hig-end devices Lumia 950 and the Lumia 950 XL. The two 950 models feature Continuum, a solution that makes seamless transition between PC and mobile possible. So even Microsoft offers a feature that is in vain looking for other manufacturers. Also in terms of performance and build quality Microsoft must not shy away from comparison to other premium manufacturers. However, the sales figures do not seem to meet the expectations of the Microsoft management.

Now the rumor mill is cooking around a possible surface phone. Surface Product Manager Laura Butler tweeted "Surface iPhone" on September 6 and "Surface Phone not NOT confirmed" the day after. :-) "and thus fueled speculation.

Now Microsoft could at a announced event in October, a new all-in-one device from the Surface family - allegedly named "Cardinal" - announce and also introduce the new Surface Phone.

Still, for Microsoft, it would have been a rather expensive experiment, during which Nokia's smartphone business was bought and thousands of employees lost their jobs. In addition, there are always layoffs in the mobile sector at Microsoft. The transition to the Surface brand sounds at least as plausible as Microsoft's comparatively well-received on the market under the name of sold tablet PC.