Microsoft to kill Lumia smartphone brand: Report

Microsoft plans to drop its Lumia smartphone brand before the end of 2016 and replace it with the Surface Phone, according to reports.

The Next Web stated that the move is aimed at reviving Microsoft’s struggling smartphone business, with US retailers currently removing Lumia devices from their displays or offering big discounts on remaining stock.

The report added that Microsoft engineer Laura Butler tweeted about a “Surface iPhone” and a “Surface Phone” at the beginning of September, before deleting her tweets.

Microsoft had not commented on the report at the time of publication. The company is expected to hold a device event in October.

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