“The gadget is devoid of signs of modern devices” – Kommersant FM
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Kommersant FM columnist Alexander Levi talks about what a smartphone with a minimum set of functions could be like.
Kendrick Lamar’s company announced sales of an “anti-smartphone.” The creative brand pgLang, created by the hip-hop artist together with film director and producer Dave Free, has published an advertising teaser for the phone. The gadget is devoid of signs of modern devices. What kind of device is this?
The developers have provided the new product, which is currently codenamed “just a phone,” with a minimum of features and simplified it at the component level. For example, the display is made using electronic ink technology and resembles the back of the first version of the defunct YotaPhone.
One of the unusual features of the gadget is the so-called language tool. The operation of this “language tool” is described as follows: the user can ask any question to the phone, shake it, and then receive an answer on the device’s display.
The list of “just a phone” functions available to future users can easily be listed on the fingers of two hands: calendar, notes, podcasts, music, alarm clock, hotspot, calculator and instructions. That’s all. No third party apps or internet browser.
In the promotional video lasting about 30 seconds, you can notice that the device body received at least one color option – light blue (unless this is the result of a filter applied to the video sequence). I admit this option, since the screen of the announced phone in the image also looks blue.
But this is unlikely, since pgLang created its new product together with the Light company, the developers of the so-called “dumb phone” Light Phone II, which runs on electronic ink. And its display is predictably black and white, like the Kindle’s.
Of course, there are also colored electronic ink, but this brings the new product closer to modern devices, that is, it reduces the degree of asceticism and breaks away from the philosophy of the product.
The authors of the collaboration set the start of sales of “just a phone” for November 2 and announced a limited edition of 250 units. All phones will be sold strictly online on the pgLang website.
For now, the product page, as well as its price, cannot be viewed. But the price of the “donor” – Light Phone II – is known. This model costs $299 without accessories.
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