The brand new Nokia 3310: a tug on the center strings that failed


“Nostalgia is a seductive liar” George Ball wrote in Newsweek again in 1971. That quote nonetheless rings true as we speak as we take a look at the brand new Nokia 3310 in an try to be transported again to the heyday of the unique.

I do know that recollections are sometimes rosy, I do know that the memes use hyperbole when speaking in regards to the authentic Nokia 3310. It went down in historical past as The Indestructible Cellphone, although Nokia had a wholly separate line of sporty, rugged telephones. I keep in mind a man in class who used to kick round a Nokia 5210 like a soccer after which put it collectively once more in full working situation.

However the 3310 is the cellphone that folks keep in mind because the embodiment of the Xpress panel altering and boldly-designed Nokias of the previous – not the 5210, and never the 5500 Sport, no, it’s the 3310.

I believe that is comparable the retro video games which are so standard in the intervening time. Their pixelated graphics and old-school recreation mechanics have gained over many who needed to relive the enjoyment and pleasure introduced by these early digital video games of their childhood.

However the trendy retro video games are a white lie – most of them leverage the excessive decision screens and highly effective GPUs of contemporary computer systems to render graphics not how they had been, however how we keep in mind seeing them.

And I am advantageous with that lie, if it brings me the identical pleasure. The brand new Nokia 3310, nevertheless, fails to ship on the entrance. Once more, the unique wasn’t formally rugged however that’s individuals’s notion of it, their reminiscence of it – a phone-shaped tank that would take a beating and nonetheless keep on doing its cellphone duties with no hitch. Not like as we speak’s smartphones, which have large fragile screens and want protecting circumstances and fancy entrance glass panels named after primates.

Nokia/HMD might have simply lived as much as these recollections and made a rugged function cellphone (CAT nonetheless does it). The Finns might then have made a thousand “will it mix” and hydraulic press movies – it’s a sure-fire advertising marketing campaign that matches previous cellphone with new memes. Hell, the Hydraulic Press Channel is Finnish, identical to Nokia and HMD! Watch the original 3310 go in the press, a video with over four million views.

It goes past that. I wager many individuals would have an interest within the simplified expertise a function cellphone guarantees. No month-to-month patches to put in, no permission dialogs, none of that. If it has Fb on it (as some function telephones had prior to now), I believe many wouldn’t thoughts that they’ll’t set up extra apps. In reality, evaluation has proven that the common smartphone customers installs 1 app or much less a month.

A function cellphone doesn’t must be low high quality, if something the unique 3310 was costly and feature-rich for its day. This new mannequin, nevertheless, I battle to see how it’s higher than, say, the Nokia 222 or different latest Nokia function telephones.

If the brand new Nokia 3310 was an try to rekindle the nice and cozy reminiscence of the unique, I believe it missed the mark by a mile. If it was an try to money in on a well-known title… properly, all of the hype appears to make it a hit. How many individuals really spend cash on a bit of poorly-executed nostalgia, nevertheless, stays to be seen.