In early 2011, Nokia boss Stephen Elop said the company was standing on a “burning platform”, and announced grand plans to adopt Windows Phone as the company's main smartphone platform.
By the time the fourth anniversary of that decision rolls around next February, it looks increasingly likely that the names “Nokia” and “Windows Phone” will be gone from the mobile phone scene for good.
An internal Microsoft document has hit the web outlining the company's plans to evolve its various brands going forward, including the Nokia name it inherited when buying out the troubled Finnish company last year.
It said at the time it wouldn't be in a hurry to phase out the Nokia name, which is no surprise given Nokia's standing as a global mobile player.
Just last week the Lumia 830 smartphone appeared on the IFA 2014 show floor in Berlin still bearing the familiar Nokia logo.
“As part of our phased transition, we will drop the manufacturer name [Nokia] from product references during the Holiday campaign,” one of the slides in the document reveals.
That's hardly a surprise – it was always a question of when rather than if, really – but the interesting bit relates more to the wider Windows Phone platform itself.
Microsoft is planning to phase out the use of the Windows Phone logo in promotional material and adverts, in favour of the Windows logo.
It's a process that's already started – the ads for Cortana, for instance, barely mention Windows Phone at all, while HTC's long-awaited return to the Microsoft platform goes by the name of the One M8 for Windows, with no mention of Windows Phone.
Microsoft has made no secret of its plans to bring its phone and PC operating systems closer together on a coding level, so it does make a lot of sense to do the same on a branding and marketing level.
But when you think some analysts back in 2011 were confidently predicting Windows Phone would be the number one mobile operating system of all by 2015, it's hard not to interpret the words “phased transition”, at least partly anyway, as an admission of defeat.