We posted last week about Windows Phone stalwart Blu dropping any mention of their handsets running the OS from their front page, but now it seems they may have taken their inspiration directly from Microsoft.

It appears around a month ago Microsoft dropped the Microsoft Lumia link from the category list on the sidebar of their Microsoft Store front page, replacing it with a link to their Education Store.

Information about handsets running Windows Phone can still be reached by clicking on the Devices drop down, but there is otherwise no advertising for Windows Phone handsets on Microsoft’s store front page. It is of note that the Microsoft Store front page in UK includes a link to All Windows Phones absent from the US Store.

Since May 2015 it has been clear that Microsoft does not see itself as the main driver of the Windows Phone market, and I think it is reasonable to wonder how long the Lumia brand will be around at all.