The first of new Microsoft Lumia phones launch this week, as the company gradually leaves the Nokia trademark behind.

Today is the launch of the first of new Microsoft Lumia phones, flagship smartphones intended to showcase features of Microsoft's mobile OS. The Microsoft Lumia 535 release date today intends to live up to a reputation of solid mid-range smartphones.

Much of the Microsoft Lumia 535 specs have been confirmed; a 5-inch qHD display, a quad-core, 1.2 GHz processor with 1GB RAM. Other hardware specs are middling but serviceable: 5MP rear camera and VGA front, 8GB of storage (expandable), and 1,900 mAh battery.

The new Lumia's colors come in blue, black, gray, orange, red, green, and white. Much of the speculation on Microsoft's new phone will be confirmed on today's launch.

Windows' line of Nokia handsets have been struggling in the market, with the 5xx series its most successful release to date. Details on the Lumia 535 leaked last week, with photos and specs revealed.

Last week's leaked news featured a China dummy device instead of an official Lumia 535 prototype, but with features possibly included in the release. Though the device confirms dual SIM support, one of the SIM slots is strictly 3G. LTE support is also unconfirmed (gsmarena.com).

Microsoft's decision to drop the Nokia brand on upcoming smartphone releases doesn't mean the company is abandoning Nokia for good, though. The brand retains its presence on entry-level devices.

"The logo switch is part of Microsoft's effort to more fully take control over its new smartphone business. The Lumia line plays an important role as an ambassador of sorts for the company's Windows Phone platform. Even before Microsoft acquired Nokia's mobile devices unit for $7.2 billion in April, the Lumia smartphone line was often used to tout the latest version of Windows Phone." (cnet.com)

New Microsoft Lumia phones are intended to follow suit after the Lumia 535 release date today.