Microsoft has started to push out updates that will re-brand the Nokia apps that are on your Windows Phone. An app, for example, previously called Nokia Cinemagraph, is now called Lumia Cinemagraph.
These updates should not come as a surprise as we fully expect Microsoft to slowly transition over the entire Nokia portfolio into its own branding. From these apps, it looks like they will stick with the Lumia branding for Nokia related products which is likely a smart move considering the strong brand recognition with that name.
This is part of Microsoft's busy week at IFA where they will be holding a press conference tomorrow and they are promising something big for Windows too; we expect to see at least two new Lumias, the 730 and 830. Cortana has also gotten a few new features too this week, one being where she can now predict the winners for NFL matches.
The next big transition Microsoft will need to complete is the rebranding of their actual handsets. If the apps are setting any sort of precedence, they may simply called Lumias and drop the Nokia name. Or, they could be called Microsoft Lumia too. Only time will tell until Microsoft comes clean with its branding strategy for the Nokia handsets.