Nokia now goes by the name of Lumia
Microsoft could keep hold of the name for another ten years, but obviously thought "no, that's it, you're dead to us!" and will now be known as the not-at-all catchy 'Microsoft Lumia'.
The Nokia brand had been visible on recent smartphone launches such as the Lumia 930 and Lumia 735, but Microsoft has not mentioned it in any press on marketing junk.
The Windows Phone apps have also been re-branded to Lumia, and the firm hasn't even been referring to Windows Phone in advertising, instead using just Windows instead.
The rebranding will roll out across various countries in due course, however it is unclear what branding Microsoft will decide to use on future smartphones and tablets.
Existing devices carry the Nokia logo on the front and back so it will probably be a little while for new devices all branded and sexed up to arrive.
Still. No more Nokia! The name of a mobile giant is chucked in the bin just like that. We'll be playing 'Snake' all night and crying while seeing if it is possible to actually break a Nokia 3310 without the use of nuclear weapons.