In the early 2000s, as mobile phones entered the schoolyard, Nokias were the device of choice.
Even if it was your parents' hand-me-down 5110 or the latest and greatest prepaid 3315 – it wasn’t cool to have anything but a phone from the Finnish tech giant.
Holding the high score on the Snake game was a status symbol – albeit one that meant you had a bit too much time on your hands.
As monophonic ringtones moved to polyphonic, Nokia's market share grew to a peak of around 40 per cent in late 2007.
Enter Apple's iPhone – an expensive game changer in the marketplace.
It marked a change in the functionality and way phones were used and other manufacturers quickly scrambled to catch up.
Even in 2010, the iPhone only had 3 per cent market share - but crucially, a 39 per cent share of smartphone profits.
Google's Android operating system and Apple phones continued to eat away at Nokia's share for the next few years, leading the Finnish phone maker to create strategic partnership with Microsoft.
It didn't help – according to IDC, Nokia's market share and sales have continued to fall, while Samsung (now the world's largest phone maker) and Apple have continued to grow.
While Apple's market share is now only 7.2 per cent (compared with Samsung’s 26.2 per cent and Nokia's 14.1 per cent), it only makes high-end smartphones.
It's fair to say Nokia no longer has its schoolyard appeal, making Microsoft's job all that much harder.