Human Mobile Devices, has unveiled its inaugural line of smartphones under the original HMD brand: HMD Pulse Pro, HMD Pulse+, and HMD Pulse.

According to HMD CMO, Lars Silberbauer, the mobile manufacturer has its “finger on the pulse, and recognises consumers’ needs and anticipates market trends; repair is the cornerstone of a fresh chapter in smartphone innovation.”

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“Forget the ordinary, this is a new era of smartphone sophistication with substance,” Silberbauer said.

Each device in the new HMD Pulse range is built to be repairable, referred to as ‘Gen 1 repairability,’ allowing users to replace damaged components without extensive technical knowledge.

Each device in the range is also designed to cater to the growing FIY (fix-it-yourself) trend, particularly among younger consumers, the company stated.

This comes as research from HMD revealed that 41% of Gen Z would be more likely to purchase an electrical device if they could repair it themselves at home.

The company also predicts that three out of every four devices it sells in Europe in 2024 will be repairable, up from one in three in 2023, demonstrating a significant shift in consumer purchase habits.

The launch follows HMD recently unveiling ‘The Boring Phone’ in partnership with Heineken and Bodega.