Upmarket toaster maker Balmuda launches smartphone in iPhone-dominated Japan

Balmuda CEO Gen Terao holds the company’s new smartphone at a news conference in Tokyo, Japan November 16, 2021. REUTERS/Sam Nussey

TOKYO (Reuters) - High-end Japanese toaster maker Balmuda Inc unveiled a stripped back smartphone on Tuesday, aiming for a toe-hold in a market dominated by Apple's iPhone.

Chief Executive Gen Terao said at the launch event that the 5G enabled Android device is expected to contribute 3 billion yen ($26 million) to Balmuda's sales in the current financial year.