Microsoft is ditching the Nokia brand name from new devices, less than a year after acquiring the Finnish mobile firm.
New Nokia Lumia smartphones will instead by known as Microsoft Lumia, the company said.
Nokia’s non-mobile division, which is not owned by Microsoft, will continue to use the name.
The announcement comes despite Microsoft agreeing to a 10-year deal to use the Nokia name on mobile products.
Microsoft is currently having a big shake-up. In July, chief executive Satya Nadella announced the cutting of 18,000 jobs. The bulk of the cuts, around 12,500, will be from staff taken on after the Nokia acquisition.