John’s Phone is designed to be a tongue-in-cheek ‘basic backlash’ by targeting users who do not want the flashy features of next-generation models. It also named as the anti-iPhone or dumb phone.
Bok and Mevissen wanted the phone to have ‘no frills and no unnecessary features such as a camera, text messaging and an endless number of ringtones’.
At a time when there is an abundance of choices and oppressive channels, they wanted to develop a simple gadget. It is also a useful phone while travelling, exercising or weekend sailing. You always reach for your close family and friends, so John’s Phone is for when the rest of the world does not matter.