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Forget the iPhone, here comes the NoPhone.
The smartphone-shaped device does not have a processor, a camera or even software. In fact, it is just a hunk of plastic that its designers say will cure your phone addiction.
It is billed as a "technology-free alternative that allows you to stay connected to the world".
The US makers say: "The NoPhone enables you to always have a rectangle of smooth, cold plastic to clutch."
It even comes with a built-in "selfie" - a mirror on the front.