HMD Global, the new home for Nokia phones, has finally reacquired the PureView trademark back from Microsoft. The acquisition took place on August 23rd as confirmed by the listing on European Union Intellectual Property Office (EUIPO). In case you didn’t know, PureView is a camera-centric branding created by Nokia, focused on bringing the bleeding edge of camera technology into smartphones.
PureView was debuted with the iconic Nokia 808 PureView, back in 2012. The 808 PureView was based on Nokia’s own Symbian OS and came with a massive 41-megapixel sensor and Zeiss optics. Later, the PureView branding was used for a number of Windows Phone-powered smartphones as well, including the Nokia Lumia 920, Lumia 1020 and Lumia 1520.
When Microsoft acquired Nokia in 2013, the branding went into their hands and was later used in Microsoft Lumia 950 and the Lumia 950 XL.
PureView wasn’t just about massive sensors and superior optics, but it also brought a slew of image processing techniques under the hood. For instance, Nokia was one of the early adopters of technologies like ‘pixel binning’ in the smartphone space, which by the way is widely in use today.
Of course, smartphones weren’t as powerful back then as they are now, so the huge sensors couldn’t produce images anywhere as good as current generation devices. Now that the processing power of smartphones is increasing generation after generation, we might see HMD putting more effort into the camera aspect and bringing flagships with PureView branding back to its former glory.
That being said, HMD has also reacquired the ‘Asha’ and ‘Xpress-on’ trademarks back from Microsoft earlier, but we are yet to see the return of Asha devices. It means, there is a chance that we might not see a Nokia device with PureView branding in the near future.
Anyway, let us know your thoughts regarding the reacquisition of PureView back by HMD Global, in the comments section below. Also, let us know if you have owned a Nokia device with PureView branding in the past.