Mexicans spend, on average, almost half (48.60%) of the time we are awake in front of the cell phone screenaccording to an analysis of Electronic Hubwhich places Mexico as one of the 10 countries where its inhabitants spend more hours in front of their devices.
Perhaps this is the reason why the brewer Heineken, in collaboration with Bodega, has launched The Boring Phone, a phone that, as its name indicates, is very boring, because its objective is to get people away from the screen of your cell phone to interact with each other.
The Boring Phone is a device designed with the intention of reducing digital distractions during social events. Made by HMD, this flip phone eliminates internet access and limits its functionality to the essentials: calls and text messages. Its minimalist design, with a translucent casing and a green backlit keyboard, evokes a nostalgic aesthetic inspired by “Newtro” trends reminiscent of phones from the late ’90s and early 2000s.
Among its most notable features are a series of offline applications that reinforce its message of disconnection. These include “1 Bit Email”, an empty inbox that invites you to enjoy the moment, and “Optimistic Sportscheck”, which offers a humorous message about your sports team’s performance without providing real results. In addition, it has the application “DIY Taxi Call”which provides instructions for ordering a taxi in a traditional way, encouraging human interactions instead of resorting to applications.
As for the camera, the phone incorporates a modest rear lens that allows you to capture a maximum of 10 photos at a time, a limitation that seeks to avoid the obsession with taking the perfect image and encourage enjoyment of the moment. With a week’s duration in standby mode and up to 20 hours of talk timethe device is positioned as a functional and efficient tool for those who want to simplify their relationship with technology during social outings.
The phone was officially launched at Milan Design Week on April 18, 2024, at an event that celebrated creativity and human connection. However, the availability of this device is limited: only 5,000 units have been produced, which are being distributed for free worldwide. To try to get one, those interested can visit www.heineken.com/theboringphone or keep an eye on the company’s social networks.
However, this dumbphone, the name given to this type of telephone as opposed to smartphones, could hardly become a telephone for daily use or for work. In addition to lacking basic communication functions, such as email or an instant messaging application, such as WhatsAppother functionalities that are enabled by hardware, do not have the necessary software to be used, as is the case with the radio.
In a context where Mexicans spend almost half of their day in front of their cell phone screen, The Boring Phone raises a reflection on the impact of hyperconnection on social life.
Although its limited functions keep it from being a practical tool for everyday use, its design seeks to encourage genuine interactions and reconnect people with the present. This device represents more than a technological alternative: it is a call to rethink our priorities in a world increasingly dominated by screens.
