The preference for simpler mobile devices, which do not require the complexities of modern smartphones, is consolidating itself as a market trend. One of these devices, the “TT990”, a type of cell phone with a classic design, has been gaining international prominence, as found in thisMonday, July 13, 2026.
Why isn’t a regular smartphone enough?
Even with continued advances in the cameras, processing, and functionality of smartphones like the iPhone, many users express discomfort with the vast amount of features available. This overload can lead to a search for a more direct experience.
While social networks like Instagram and TikTok are designed to maximize screen time, hardware companies like Apple have implemented tools like “Screen Time” to help manage addiction to their devices.
Tim Cook, Apple’s CEO, has already highlighted that the company does not seek users to become excessively connected to their devices. Apple’s goal is to improve the experience, without encouraging dependence on smartphones.
Given this, there was the emergence of more direct and minimalist devices, which differ from smart models. This wave of devices, reminiscent of the old Japanese “flip cell phones” or “garahos”, is once again in evidence outside of Japan.
What is this “TT990” that is having the biggest success?
But what exactly is the TTfone “TT990”, a device that has seen an increase in purchase discussions on the Reddit platform?
TTfone, a UK company, specializes in creating phones for seniors and those who prefer a less complicated experience than smartphones.
The TT990, the brand’s latest release, operates with Android 14, but without the standard integration of Google services and applications. Instead of the Play Store, it uses the “Aurora Store”, an alternative store that offers Android apps present in the Google catalog.
The absence of Google services by default is possibly one of the main attractions for those looking to reduce dependence on the technological giant.
Although it features the traditional design of a flip phone, its internal screen is touch-sensitive and it also has an external display.
As for its configurations, the device is equipped with a MediaTek MT6769 processor, 8 megapixel rear camera and 2 megapixel front camera. It offers 4 GB of RAM and 64 GB of internal storage, with the ability to expand up to 256 GB via microSD card.
It also includes a neck strap as a gift and comes with a two-year warranty, an interesting advantage.
For those in Japan, it is possible to purchase the device for 33,200 yen. It is important to consider the incidence of import taxes and other fees on the final value.
What types of reviews arouse people’s curiosity?
When analyzing reviews about the TT990 on Reddit, there is a clear division in user opinions.
There are those who consider it “the perfect flip phone”, but there are also negative reports, such as: “I bought it, but it was too big, heavy, looked like cheap plastic and slow, so I ended up returning it.”
Interestingly, some reviews suggest that the Samsung W2017, released a decade ago, surpassed the TT990 in certain aspects.
Is compatibility with the latest apps its biggest attraction?
One of the great advantages of the TT990 is its ability to run Android 14 in a flip phone format, allowing the use of current applications such as WhatsApp, widely used outside Brazil.
In Japan, using older phones has become unfeasible, especially after LINE, a popular messaging app in the region, discontinued support for traditional models.
So, for those looking for the nostalgia of a device with physical buttons and classic design, but without giving up the functionality of modern apps like LINE, the presence of a recent version of Android is a decisive factor.
Japan has ALT Japan’s MIVE case study
In the Japanese market, the “AT-M140J”, from ALT Japan, a “multiple package of MIVE cases” option, is already positioned as a direct competitor to the TT990, with a similar value.
The AT-M140J also operates with Android 14, but differs from the TT990 by its compatibility with the Google Play Store and full integration with Google services, bringing it closer to a conventional Android smartphone.
For users who value the Play Store and Google services, the AT-M140J would be the most logical choice. For those who prefer a minimalist Android with less dependence on Google, the TT990 is the alternative. Both products, despite being similar in design, serve different audiences.
While the concept of a “skin cell phone” or “smart dumb phone” is still restricted in Japan, the growing saturation of features in smartphones could drive the market toward these simpler options in the future.
