In case you did not know, Commodore International revived the venerable computer brand over recent years. Most notably, they released the Commodore 64 Ultimate, their take on an “all-in-one” for fans of the original computer released in the 80s. That unit is FPGA based and features two case designs depending on your preference. That aside, they recently, seemingly started pulling an Atari with the company appearing to have an identity crisis. They are clearly not wanting to be just a “gaming” company as they are taking pre-orders for their very own flip phone, a dumbphone in some respects with updated specs.
Commodore Lives on But Is It a Healthy Life?
While the brand lives again, the C64 Ultimate will put you back about $300 or so, I do wonder if it is a “good” life. Since gaming is not their main focus they have been branching out, like what Atari tried, and then backtracked from – anyone remember the Atari speaker hat? The Atari cryptocurrency token? What about the Atari branded hotels? At the rate Commodore is going, we are likely to see Commodore clothing, a Commodore car, etc.
The Commodore Callback 8020 is a flip phone, but it features modern tech inside including a high-resolution color screen and internal memory – both things the last flip phone most people had never featured.
On paper, it sounds cool. Back to basics. Hell, even Commodore International are advertising this phone as “Less scroll. More soul.”
And that is where we run into a problem.
Does AI Have Soul?
AI is everywhere but most companies know better than to use a tag line for a product such as that Commodore is using then turn around and use AI created materials to promote it.
Anyone that knows me knows, I bring receipts when making claims. It is my professional “cover my ass” card.
Commodore could have easily created a very similar video ad using real people had they simply tried. Sure, some bells and whistles would have required more human involvement with an artist and animator, etc., but it would have been better for the company in the long run.
Commodore are asking for $399 for the Callback 8020 so it is not a cheap phone even though they cheaped out on the promotion costs.
Callback 8020 will be released later in 2026. Preorders are open on their website now – check out the vague specs available and decide for yourself.
I actually like the design and would love to have one but I don't want to give up my large screen smart phone and I don't need two phones so I'm unlikely to buy one unless they go on clearance at some point. Also, it's not really a "dumb" phone in the traditional sense. It has a 48 megapixel camera and runs most android apps.
I am interested in the Commodore 64 Ultimate (or probably the 64C version). They seem to be getting really good reviews. I'm holding out to see if they do a 128 version though.
Whether or not they use AI in their ads doesn't move the needle even a bit one way or the other for me on whether i decide to buy something from them though.
The idea of the Callback is interesting and could work, just their advertising direction is all wrong in my opinion (outside the AI, that is a separate issue for me). They are advertising this as a dumb phone of sorts but offering "smart" phone features such as photo taking, video chat (I would hope this is possible through the various chat apps they claim are supported) and they apparently offer GPS, or support for GPS apps.
My concern with all this is, what makes it a "dumb" phone, or any different than buying a modern device and simply not installing apps you do not want installed?
For the price, I would expect something unique about the device. Sure, it is using a different OS that they claim is not spying on you but for most users, it is not the OS they are concerned about spying, it is the apps they must install to stay connected with friends and family (Meta apps like Facebook and Instagram, X, etc).
Commodore does nothing to quel privacy concerns with these apps because they can't. If they block those apps from "spying" then those apps will simply not work correctly, if at all.
As far as the tech/software, that is my concern with the Callback.
The A.I. use only bothers me because they are a company with funds and staff on board (just look at the number of suits "running" the company in the pic in the article) and their claims of basically "less tech" and the like. It just comes off as hypocritical in many ways since they are claiming to focus on individuals and their experience.
I have no problem with A.I. when used by people - the mom and pop store making a sale flyer is fine with me (not everyone has $500 to $5,000 to get one page created for one event that is likely not to earn $200). The way Commodore used it is disengenious to me considering their claims of "cleaner, less, tech focused on individual preference (the install only what you want mentions)". I worked for nearly a decade in making advertising materials for companies from the mom and pop up to defense contractors breaking into the civilian market.
I know A.I. is not going anywhere but being use more and more but I do feel people have a right to know when it is used so they can make an informed decision. Their decision either way is none of my concern though.
#hive #posh