It looks like Human Mobile Devices, otherwise known as HMD, are the driving force behind the digital detox movement. Meanwhile, Heineken also has the same idea. The Dutch beer maker has partnered with US brand and retail marketplace Bodega to launch the ‘The Boring Phone’ (which has nothing to do with The Boring Company, btw) produced by Human Mobile Devices.
The Boring Phone is exactly what it says it is. The lacks of features make it so boring that you wouldn’t want to pick up other than to make calls. It has no internet access, no social media or other apps. Actually, it has some apps but with a twist that will turn back to real life—more on that in a second.
The ultimate goal of this phone is to help people discover there is more to their social life if they spend less on their phones. It prevents people from tapping out on a night out with friends. The collab was revealed at MWC and the actual device debuted on April 18 at a Bodega pop-up at Milan Design Week.
Now about the apps the phone does have. They are offline ”apps”. Notice the quotation marks? Well, that means they are not quite apps. There is an app called “1 bit email” that has a perpetual empty inbox to remind you to get back out there since there’s nothing to see in there.
There is the “DIY Taxi Call” app that lets you on the steps to getting home. First, it asks you to get the bartender’s attention and then ask them to call you a taxi—just like the good old days.
These are just a couple of examples of “apps” disguised as digital detox messages. It does not have a selfie camera but it does have a regular camera that takes lo-fi, nostalgic images and you can take no more than 10 photos at a time. This is to ensure you don’t too much time worrying about vanity which results in more time spent on the phone than actual socializing.
The third key feature of this device is a boring interface. Presented in monochrome, it lacks visual stimulation, thus preventing any digital engagement that would make you spend more time on the device.
Designed by the team at Bodega, the device may not be a fancy smartphone but the translucent casing does beg for attention. It sports the typical flip phone look, rocking a large keymat, backlit by the signature Heineken shade of green, and on the opposite, is a large monochrome non-touchscreen display.
Now for the awesome news. The Heineken x Bodega The Boring Phone by HMD is free. They are given away worldwide. However, there is a catch. There are only 5,000 units to go around. You can try your hands on one HERE and also find out more about this strangely cool ‘boring’ gadget. If you did not manage to secure a unit, you can try your hands on the “apps” which will be available to download in June.
