It has begun.

If you are an avid Nokia fan, then this new update may not sit well with you.

According to a report by GSM Arena, one of the upcoming Nokia phones for 2014, the Lumia 735 has just been announced by Microsoft to hit the UK market by October 2. 

Unfortunately, the Nokia branding is nowhere to be found. 

Instead of adding Nokia, Microsoft plainly referred to the device as the Lumia 735. In recent reports, it has been rumored that the Redmond giant is planning to replace Nokia in its upcoming smartphones by the Microsoft brand.

Of course, the first step in launching a Microsoft Lumia smartphone is by dropping the former branding, which is Nokia. 

Launched at the IFA a couple of weeks back, the Lumia 735 is considered a selfie-oriented phone with its 5MP front camera. It also boasts an odd 6.7MP primary camera at the back with CarlZeiss optics. 

Other specs of the device include a 4.7"OLED display with HD (1280 x 720) resolution, a quad-core CPU clocked at 1.2GHz, and 1GB of RAM. 

The device will also arrive with a new update for Lumia devices, referred to as Lumia Denim. While this certainly is bad news for Nokia fans who are still hoping to get upcoming handsets from the Finnish brand, it could be a positive step for Microsoft and the Windows Phone platform as a whole. 

A couple of weeks ago, a report mentioned an allegedly leaked document claiming that Microsoft is already planning to slowly drop the Nokia brand and replace it with Microsoft. In the report, the Redmond giant could even drop the Lumia in its hardware, and the Phone in Windows Phone for the software department. 

In the end, Microsoft will reportedly launch a single platform that could run on all devices.