A leaked internal document from Microsoft shows that the Nokia and Windows Phone brands are being phased out.
Holiday marketing will no longer include the Nokia name and there are no plans to include the Windows Phone name or logo.
Although Microsoft made no comment, it appears Lumia will just be used as the primary phone model and the phrase Windows Phone will be no longer be used to describe the devices.
The Windows Phone has struggled to break into the market dominated by Android and iOS systems. The document is legitimate, but without a comment from Microsoft all motivation for the change is speculation—but Microsoft likely realizes the association with the name Windows Phone is holding it back.