Unplugged Relaunches UP Phone under New CEO with a Powerful Privacy System and All-New Experience

Led by Former Apple Product Leader Joe Weil, Unplugged's Flagship Smartphone Delivers a Private Alternative to Big Tech Devices

LAS VEGAS, Aug. 12, 2025 /PRNewswire/ -- Unplugged today announced a major update to its privacy-first smartphone, UP Phone, alongside the official appointment of Joe Weil as CEO. Weil, who led special projects for Apple Services, was brought on earlier this year to lead the relaunch, restructure operations, and drive long-term growth.

"More people are concerned about their smartphones than ever before. Instead of protecting our privacy, devices are subsidized by selling access to our private information. And while our phones give us access to so much of the world, they can also be used to filter and limit what we can see," said Joe Weil, CEO of Unplugged.

"When it comes to these issues, Apple and Google take similar and symbiotic approaches, leaving many customers without a phone that's right for them. That's why we built Unplugged—because we believe in a future where a device serves the person who owns it, not the agendas of the company that made it."

UP Phone: Breaking the Cycle of Data Exploitation
Designed to optimize privacy at every level, UP Phone integrates proprietary hardware and software like no other smartphone to protect customer privacy. With an on-device Firewall, multi-layered privacy protections, a refreshed OS, and an all-new user experience, UP Phone sets an entirely new standard for privacy with a device that is easy to use out of the box.

At the core of UP Phone is a powerful on-device Firewall. More than just software, it's the foundational security infrastructure that enables UP Phone's privacy system across the OS and apps. The Firewall blocks third-party tracking and data harvesting attempts—and exposes the apps behind them—so customers can see their privacy protections in action.

UP Phone's operating system, UnpluggedOS, is purpose-built for privacy, functioning independently from Big Tech ecosystems to eliminate surveillance and data harvesting at the source. UP Phone leverages open-source Android without Google Mobile Services (GMS)—preventing backdoor data collection and restoring customer autonomy.

Independent Test Reveals UP Phone's Clear Privacy Advantage
In tests conducted by cybersecurity firm Raxis, UP Phone outperformed Apple's iPhone 16 Pro and Samsung's Galaxy S25 in blocking third-party data harvesting connections and data transmissions.

Within a one-hour testing window, Raxis monitored data activity across all three phones in their standard factory configuration while engaging with 33 widely used apps like Snapchat, Expedia, Spotify, Pinterest, The Weather Channel, and Nike. The test revealed that:

• iPhone performed 3,181 DNS requests to third-party tracking domains and sent and received a total of 210,748 data packets to the trackers during testing—even with "Ask app not to track" selected.
• Galaxy performed 1,368 DNS requests to third-party tracking domains and sent and received a total of 171,467 data packets to the trackers during testing.
• For UP Phone, no evidence in packet captures of DNS lookups or data packets sent or received from third-party tracking sites during testing.

Fine-Tuned Privacy Controls
A streamlined dashboard displays key stats and settings at a glance, allowing customers to adjust features, monitor Firewall and VPN status, check the phone's last unlock time, and track screen time—all through intuitive controls designed for quick, effortless access.

The Privacy Center app makes it simple to manage privacy settings in just a few taps.

• Firewall activity can be monitored in real time with visibility into how many third-party tracker attempts have been blocked, and the apps behind them.
• With Time Away, customers can see if there's been unauthorized access and exactly when their phone was last unlocked—helping them keep their personal data securely in their control.
• Streamlined controls allow customers to block intrusive ads and malware, restrict access to unwanted content such as adult and gambling websites, limit social media embeds and sharing, and disable the camera, microphone, USB data, outgoing NFC, Wi-Fi, Bluetooth, and location services.
• UP Phone provides fast and secure ways to access and protect data. Lost Mode erases all data after a user-defined period if the device is lost or stolen, helping to secure personal information. It restarts the device in a protected mode, which is designed to enhance security against physical extraction tools compared to the standard locked standby state.
• With Emergency Reset, data can be wiped from UP Phone using a designated unlock code—ensuring personal information never falls into the wrong hands.
• Scheduled Reboot lets customers set automatic times to clear cached data and eliminate potential malware, and boost privacy, security, and performance.

Built-in, no-logs, VPN protection running in the background hides the IP address while traffic is being blocked. Customers can choose from dozens of routing geographies and three separate server protocols for greater privacy and control over their connection.

Unlike other phones that are still active and exchanging data while powered off, UP Phone's Battery Disconnect Switch completely separates the battery from the circuits for secure power-off.

Encrypted cloud storage makes it easy to move a photo library, favorites, and even named faces over to the Unplugged platform. For customers who don't want to use the cloud, UP Phone supports an SD card so customers can store photos and files locally up to 1TB.

Brave, the privacy browser with built-in ad blockers and tracking protection, comes pre-installed as the default browser. Brave Search includes built-in privacy preserving AI that doesn't train on customer searches or maintain centralized databases of searches and AI conversation history.

All-New Experience and Advanced Features
Superior privacy protection doesn't mean sacrificing performance or usability—UP Phone delivers both a powerful and intuitive experience.

A redesigned interface—with fresh icons, smarter navigation, and streamlined setup—makes getting started effortless and everyday use smooth, intuitive, and enjoyable. Customers can move faster, stay focused, and accomplish more with ease.

The new App Center is uncensored, unbiased, and untracked— giving customers the freedom to access the apps they want without restrictions imposed by major app store ecosystems.

UP Phone's striking 6.67-inch AMOLED display brings every detail to life in rich, vivid color and crisp definition. Powered by an octa-core Mediatek 1200 processor with 8GB of RAM, UP Phone delivers fast, efficient performance.

The powerful rear triple-camera system captures vivid images with a 108MP high-resolution main lens, an 8MP ultra-wide lens, a 5MP macro lens, and a 13MP front-facing camera for selfies and video calls—all supported by software settings that help optimize focal length, lighting, and color.

Committed to Open Source for Transparency and Trust
Unplugged is building a transparent, open-source Android security solution. The Firewall is currently available as open source, with more projects to follow, allowing developers and security professionals to freely audit and verify UP Phone security.

Made in America
Unplugged also announced plans for U.S.-based manufacturing later this year, creating jobs domestically, improving quality control, and reducing dependence on foreign supply chains.

Pricing and Availability All prices listed are in U.S. dollars.

• UP Phone is available for $989 at www.unplugged.com, and on BestBuy.com, including an in-store pick up option. Shipping starts in mid-September.
• Privacy services are offered through a $12.99 monthly or $129.99 annual subscription covering VPN, antivirus, messenger features, and cloud photo storage. Every phone includes one year of full service at no additional charge, and the device remains fully functional regardless of subscription status. A basic tier is available without subscription fees.
• Customers in the U.S. and Canada can pre-order UP Phone at www.unplugged.com, with shipping beginning in mid-September.
• Free FedEx 2Day® Shipping in the U.S. on orders of $50 or more. Estimated delivery within 2 business days. Delivery times to ZIP codes in Alaska and Hawaii may differ from delivery times in the contiguous U.S.
• For shipments outside the U.S., charges will be reflected upon checkout. Customers are responsible for any import duties and taxes upon delivery.
• UP Phone is fully compatible with mobile service on major carriers, AT&T and T-Mobile. It's also compatible with mobile virtual network operators (MVNOs) utilizing their infrastructures, such as Patriot Mobile, Pond Mobile, Mint Mobile, Cricket Wireless, PureTalk, and Really.
• UP Phone accessories including premium cases by ITSKINS, screen protectors, fast chargers, and USB-C cables are available at www.unplugged.com, with prices ranging from $19.99-$34.99.

About Unplugged
Unplugged is a privacy-first technology company empowering digital freedom in an era of rising surveillance and data harvesting. Its flagship product, UP Phone, blocks tracking, data extraction, and behavioral profiling at the system level. Featuring a groundbreaking firewall that provides real-time visibility into third-party activity behind the screen and a robust suite of powerful privacy protections, Unplugged gives users a real choice for true privacy. Learn more at www.unplugged.com.

SOURCE Unplugged