Nothing – a phone that seemingly came out of nowhere is trying to achieve something…
won’t launch before July 12, but thanks to a few new leaks, we already have a good idea of what Carl Pei’s new creation will be – the specs, price and ambitions of Nothing are all pretty much on the table now.
by Marques Brownlee. They are two sheets of Gorilla Glass held together by an aluminum frame and a lot of glue. In other words: a familiar telephone concept.
But the most striking thing about the Nothing phone is without a doubt its transparent back, covered with LED lights. Nine hundred of them, to be exact – that’s 9-0-0. They can light up in different scenarios, such as when you’re charging the phone itself or when the back of it is used to wirelessly charge your earbuds; as a battery percentage indicator and even as a video recording indicator.
As you can see from the spec sheet, if we ignore the hype that has built up around the Nothing Phone over the past year, the easy way to look at it is as a mid-range Android device with LED lights and a cheeky name that opens up. a million different puns. I call them pupportunities
Carl Pei’s Nothing Phone 1: Flagship Killer 2.0 – OnePlus (almost) all over again…
The photo on the left was posted by Pei on Twitter. Cheeky.
Before we dive into the nerdy bits and bops can’t help but give credit to Nothing’s great Marketing campaign† Sure, it’s a well-known marketing campaign. Okay, painfully familiar.
But it’s the same peid strategy that of OnePlus a hype machine… The slow but steadily progressing mythical feature reveals on social media; the direct way the company addresses its audience; and the exaggeration that is so typical of a startup. Check, check and check….
Unsurprisingly, it seems to work pretty well so far! The exclusive hands-on YouTube video of the Nothing phone has over 6.5 million hits, which is about as impressive as it gets for a debuting unreleased phone. However, there are a few things that make Carl Pei’s idea of a Flagship Killer 2.0and some are quite obvious. Call them with me:
- The Nothing Phone won’t be available in North America (nor was the OnePlus One)
- The Nothing Phone is sold through an invite-only system (like the OnePlus One)
- The Nothing Phone will not be a direct flagship contender in terms of overall specs and price (despite flagship phone sales hitting new highs from Q1 2022)
The Nothing Community (made up in part of OG OnePlus users) is behind Carl Pei & Co
Lots of Plus.
Despite the rigors of availability that are inevitable when you have a small team of 300 people, Pei & Co has captured the attention of nearly 200,000 people who signed up to pre-order the Nothing Phone 1. Here are some enthusiastic YouTube reactions from March, when Pei announced the Nothing Phone:
- Focus on better recovery capacity. Don’t super lock the hardware.
- Same for software. Let people play with it, don’t make it a super closed system.
- Price appropriate. DO NOT get greedy. Money will gradually come with other services as well.
- Build a great ecosystem (I know you guys work for this).
- Always be young, energetic, don’t get lazy in the end and make your product just to sell it. Make it innovative and attractive.
- Make a model “X” of your phone that can be super rich with features.. like your test bed for phone enthusiasts.
But will lightning strike twice for Pei and would that be good or bad?
Will Carl Pei’s Nothing fall into the same “mainstream trap” as OnePlus?
Black, black, black!
The answer is… absolutely no. Because, very unlike 2013 OnePlus, nothing already is a mainstream brand…
It’s an open secret – Carl Pei has left OnePlus because its desired vision of what a “disruptive phone” should look like was no longer achievable on the scale OnePlus had achieved. While some may forget, OnePlus wasn’t technically Pei’s only attempt to create a brand with a focused mission.
If you remember how the OnePlus Nord was launched, you would know it was a very similar campaign to the one that launched Nothing Phone. The Nord was and is its own brand — it has separate social media accounts from OnePlus, and the sheer existence of the budget Nord lineup is basically OnePlus and Pei admitting that their most popular phones are no longer “flagship killers.” be, but just flagships†
Then when we go far back and look at the original OnePlus One, we would see that this was a phone with a real target audience and a clear mission too. The original OnePlus was the phone before Android enthusiasts and modders† It literally ran the highly customizable CyanogenMod instead of Google’s version of Android, a locked operating system like Apple’s, or a cluttered overlay like Samsung’s TouchWiz.
But of course that had to change. As it grew, OnePlus set out to expand its appeal, but guess what! That’s what happens when a company starts to expand.
Nothing Phone (1): Carl Pei will never settle
Yesthe Nothing phone is a confused “iPhone competitor” (according to Pei’s own ambition), which has absolutely no chance of stealing iPhone users from Apple. First off, the Nothing Phone 1 is not a flagship and still runs… Android. If you don’t believe in the appeal of Cupertino, ask Android phone makers like: Samsung and Google if it’s easy to compete with Apple…Reallythe Nothing phone seems to be just another Android, trying to be something it isn’t and that’s because of Pei’s eternal idea of things to be”created“and phones that have to”get fun† His Twitter bio literally says, “Let’s make tech fun again!”…
But which smartphone problems is the Nothing Phone goes to to repair† Is it easy to repair? Super sustainable? Is it the most durable phone out there? Will the battery last for three days? Does it have a groundbreaking camera sensor like the Xiaomi 12S Ultra? No not really. And that’s okay!
Nothing Phone should be proud to be mainstream
I’m just trying to say that I actually Like it what will become the Nothing phone! It is a reasonably priced device that looks attractive and different enough† For example, it has flat sides (ironically, echoing the iPhone), a bold back (all cool in black), and slightly thick but symmetrical screen bezels, which I prefer to the opposite approach mistakenly taken by manufacturers. time.
Yes! I say I like what I see! It took me a minute to get on board with the design, but I’m here now. However, it is the bizarre idea behind the Nothing phone that makes it seem… embarrassed to be what it is. It’s a mainstream phone that tries to appeal to the masses by calling out other mainstream phones because they are…too mainstream. Just watch Pei’s passively and sometimes actively aggressively root notewhich is literally called… “THE TRUTH”. In Capital Letters.
Anyway, here’s to hoping the launch of Nothing goes smoothly… you know – despite Carl’s obsession with his the good guy† Because if we get another one after a whole season of teasers rushed android phone full of bugs and a taillight show, existing value champions from established brands such as the Galaxy S21FE, Google Pixel 6, and iPhone 12 (€450-550), will make Nothing’s success mission even more impossible than it already seems. In addition, the Google Pixel 6A and Google Pixel 7 is now also knocking on the door…
But you know what… I’m rooting for nothing! Grab Peid, Carl.