Tech Entrepreneur Creates Nostalgic Phone to Curb Screen Time

In a bid to combat excessive smartphone use, entrepreneur Cat Goetze has successfully launched a nostalgic landline-style phone that has quickly garnered significant attention, achieving sales of $120,000 (approximately ₹1 crore) within just three days of its unveiling. Known online as CatGPT, Goetze's journey began two years ago when she grew frustrated with her reliance on her smartphone and yearned for the simplicity of traditional landline conversations.

"I was kind of just sitting around [thinking] it’d be so cute if we still had landline phones and you could twirl the cord and talk with your friends. That just felt nostalgic and chic to me," she told CNBC Make It.

Realising that re-establishing a landline connection would require a new phone number and service fees, Goetze decided to create her own version. She repurposed a vintage pink clamshell handset, modifying it to be Bluetooth-compatible. This quirky device soon became a central feature of her home, allowing her to interface with her building's security system and make calls directly from it.

The transformation from a personal project to a commercial venture took place in July 2025 when Goetze showcased her creation online. The immediate response was overwhelmingly positive, with many potential customers expressing their desire for the product. Anticipating modest demand, she set up an online shop expecting around 15 to 20 preorders. To her surprise, her venture, now named Physical Phones, generated $120,000 in sales in just three days. By the end of October, sales had surpassed 3,000 units, amassing over $280,000 in total revenue.

"It literally felt like we had captured lightning in a bottle," Goetze remarked.

How Physical Phones Operate

Currently, Physical Phones offers five different handset designs, priced between $90 and $110. Goetze has partnered with an electronics manufacturer to scale production, with the first shipments anticipated to begin in December. The handsets connect to both iPhones and Android devices via Bluetooth, ringing in response to calls from various applications, including WhatsApp, FaceTime, Instagram, and Snapchat. Users can make outgoing calls by dialing numbers manually or by using the star (*) key to activate the device's voice assistant.

Goetze attributes the success of her product to a growing cultural movement against excessive screen time and digital fatigue. She observes that the pandemic has intensified smartphone dependency, prompting many to seek ways to disconnect and reconnect with their surroundings.

"Our attention spans are shorter. We feel more anxious. We’re less present and unable to enjoy our lives. We’re going through a total loneliness epidemic," Goetze said, highlighting the societal shift towards reducing digital engagement. "People are now starting to put their foot down and realise, ‘You know what, I actually don’t want this, and I’m going to go ahead and choose a different future.’"

While she acknowledges the benefits of technology, such as advancements in medicine and global connectivity, Goetze emphasises the importance of finding balance. "What brings us sustainable forms of energy and vaccines and a bunch of really good things for the world, but it’s like, OK, how do we live in harmony with it?" she stated, advocating for a mindful approach to technology use.