This article confused me on the reality of today's 'Nokia' phones. The recently released and 'back to basics' phones are not legitimate Nokia in my estimation, they are some generic OEM phones with a Nokia label slapped on them.
I am not sure why this badge engineering bugs me, to make me think they are not real Nokia. More generally, why is it that badge engineering sometimes is seen as okay and sometimes not?
To take an automotive analogy, in the VW group there are various high end brands, e.g. Bentley and Bugatti. Both these marques are seen as having heritage even if the engines are 'glorified Golf engines' to a certain extent, even if built in heritage locations (e.g. Crewe, UK) rather than straight out of Wolfsburg. Same with the BMW brands - the Mini and Rolls Royce cars aren't seen as badly styled BMWs, but with heritage intact.
Perhaps the reason that these auto brands are okay is that there really has been innovation, the product line has evolved and the reputation survives. Getting back to the Nokia 'phones', there is no innovation in bringing out a ten-year-old product, OEM made by some randoms. This product makes 'Nokia' one of those fake brands in my estimation and obfuscates the real Nokia that is innovating with the backend hardware.
Imagine if IBM, when they sold their PC hardware, decided to let Lenovo use not just 'ThinkPad' but 'IBM' on the products. You would have no idea as a casual observer that 'IBM were still going'. Nokia just had numbers for their product line, no household name for that, as per 'ThinkPad'.
I am most amazed that Microsoft could not make this work and I think it was the death of the evil Microsoft that cowards used to love and the rest of us used to hate. The once fearsome Microsoft were humbled by it. Even today there is definite scope for being able to carry your office PC around in mini-form in a phone in some seamless way, as hinted at with 'Continuum' and so forth. But whatever happens on the Microsoft Phone platform is negated by things like 'not being able to play YouTube' on it.