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The cell phone industry has always been one of the more rigid sectors of the electronics world. Subsidized phones tied to contracts somehow make repairs pricey or nearly impossible. The Phonebloks concept is an idea for a more user-oriented device that can be repaired or customized with a system of removable and replaceable components. The logic is that when a single component of a cell phone breaks, users will simply replace that part instead of scrapping the entire phone. Replacing individual parts would mean much less e-waste, and the ability to prioritize features like battery life or storage space. 

Apparently a lot of people are interested in the concept. In only 48 hours, the company's introduction video has over 4.6 million views.