Upmarket toaster maker Balmuda launches smartphone in iPhone-dominated Japan

Upmarket toaster maker Balmuda launches smartphone in iPhone-dominated Japan

Information about Upmarket toaster maker Balmuda launches smartphone in iPhone-dominated Japan

Kevin David


By Sam Nussey
TOKYO (Reuters) – High-end Japanese toaster maker Balmuda Inc unveiled a stripped back smartphone on Tuesday, aiming for a toe-hold in a market dominated by Apple’s iPhone.
Chief Executive Gen Terao said at the launch event that the 5G enabled Android device is expected to contribute 3 billion yen ($26 million) to Balmuda’s sales in the current financial year.
The “Balmuda Phone” costs 104,800 yen ($920) and has a small 4.9 inch screen and a curved back.
It is built by industrial ceramics firm Kyocera Corp and offered by wireless carrier SoftBank Corp, which first brought the iPhone to Japan.
“The iPhone has become too much the standard,” said Terao, who was a …

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