HMD has fitted a dedicated artificial intelligence (AI) button to four new Nokia-branded feature phones as it moves to expand AI features. But the market reaction is mixed as some point out that it does not match demand from feature-phone users who want simple calls and long battery life.

TechRadar, an IT media outlet, reported on July 5 that HMD unveiled four new feature phones: Nokia 210 4G, Nokia 215 4G 2nd Edition, Nokia 235 4G 2nd Edition and Nokia 200 4G.

The new models target the feature-phone market that prioritises basic communications functions over smartphones. They support a 3.5 mm headphone jack and a microSD card slot, and all models except the Nokia 200 4G also include an FM radio. They keep basic usability while strengthening some convenience features.

The most noticeable change is the AI button placed in the centre of the front. Pressing the button runs functions based on Siki AI, enabling users to quickly make calls, turn on the flashlight and set alarms, as well as launch the camera and add schedules.

HMD said it also offers a simple AI question-and-answer function. It supports limited generative AI features such as recommending simple recipes or showing example sentences for foreign-language expressions. It did not disclose specific technical details, such as which AI model it uses or whether it is cloud-based.

Usage terms are also a variable. The AI functions are provided free for 180 days after purchase. Fees and subscription methods after that have not yet been announced. The company has highlighted AI as a differentiating factor for feature phones, but its long-term service policy remains unclear.

Some communications functions have also been enhanced. HMD said it supports video calls and voice messages through the Express Chat platform. It has not yet disclosed launch countries or sales prices.

Market reaction is cooler than expected. On Reddit, comments continued such as "An AI button on a feature phone is unnecessary," "Simplicity is the advantage, but they got the direction wrong," and "a useless feature." Critics say the AI features clash with core demand because feature-phone buyers value calls, texts and long battery life over complex functions.

The devices are seen as a new attempt by HMD to expand AI functions beyond smartphones to feature phones. But whether it succeeds is likely to be more affected by price competitiveness, battery performance and basic usability than by AI features. In particular, consumers are expected to be able to make a practical assessment only after the company discloses its service policy following the end of the free AI period.