14 DAY TRIAL // Microsoft is expected to phase out the Lumia brand as soon as this December and rumor has it that the company is already pulling phones from stores in anticipation of this historic decision.
In the meantime, retailers are trying to clear out inventories by offering more or less significant discounts for the latest Lumia models and such a price cut is now available in the United Kingdom at Mobile Phones Direct, one of the biggest retailers also offering Windows phones.
While Microsoft’s Stores had some discounts of their own, but are now preparing for the end of the Lumia brand, this store is currently selling the Lumia 950 XL for only £329.99 (€389 / $437), which is no less than 40 percent below the original price, according to Neowin.
This discount does not include a Display Dock, so you still have to purchase it separately if you want to use Continuum with your newly-purchased Windows phone.
The end of the Lumia brand
Earlier this year, shortly after Microsoft debuted the Lumia 650, people familiar with the matter revealed that this was the latest model released by Microsoft as part of the Lumia brand.
The company was believed to be planning a change of focus from the Lumia series to the Surface Phone, a new flagship phone that’s expected next year and which could help Windows 10 Mobile grow bigger after several years of decline.
Microsoft, on the other hand, has never commented on these rumors and preferred to provide us with vague statements which only reiterated support for Windows 10 Mobile and for partners willing to build devices running this OS version. Terry Myerson, head of the Windows group at Microsoft, said the same thing on several occasions, explaining that his firm will always collaborate with partners interested in Windows 10 Mobile.
For the moment, however, not too many companies seem to be investing in Windows 10 Mobile, so it remains to be seen if anything could change with the arrival of the Surface Phone.