What is Nothing, what’s so special about its first smartphone, and when will it be available? Here’s the lowdown on the hot new Android brand.
Nothing, the company set up by former OnePlus co-founder Carl Pei, is entering the smartphone market. The company made quite a splash initially with its unique name and then with its transparent Nothing ear(1) earbuds. Now, Nothing is looking to carry the same momentum into the launch of its first smartphone.
Below is everything you need to know about Nothing’s first smartphone due to launch this summer.
What Is Nothing?
Nothing is founded by OnePlus co-founder Carl Pei. The London-based company has partnered with Qualcomm and has raised over $144 million so far from investors like Tony Fadell, the iPod inventor; YouTuber Casey Neistat; and Reddit CEO Steve Huffman.
Additionally, it raised over $1.5 million from its fans over the world in 2021 in just 54 seconds—a move that immediately set it apart from other startups in the market and piqued consumer interest.
The London-based company has so far launched only one product, the Nothing ear(1) earbuds. While not a breakthrough offering, the company managed to keep the product and itself in the spotlight thanks to some clever marketing tactics.
Nothing also acquired the IP and trademark of Essential in February 2021, the well-liked but short-lived smartphone company that Android creator Andy Rubin founded. Not lacking in ambition, Pei has said he wants to build a company that can compete with Apple.
Hyping the Phone 1 Months Before Launch
Like it did before the launch of its earbuds, Nothing is creating hype for the Phone 1 months before its release. The company held its “Nothing (event): The Truth” event on March 23, where it was widely expected to reveal the phone. Instead, it simply revealed the phone’s name and confirmed a few tidbits about it.
To create further hype about itself, Nothing then announced a new $10 million equity-based community investment round allowing fans and regular consumers to invest. This move will help reinforce fans’ belief in the company and assure them that Nothing is here to stay.
Pei is known for coming up with unique marketing strategies, so expect Nothing to take an unusual approach and detail key details about its phone in the coming weeks and months before its launch. This way, the company will be able to keep itself and its product in the spotlight for a longer amount of time despite being notably smaller than the competition.
Snapdragon Chip and Nothing OS
At the “The Truth” event, Nothing only revealed that its phone would be powered by a Qualcomm Snapdragon chipset and launch in Summer 2022.
The device will run Nothing OS, which the company describes in a post on the Nothing blog as offering an “open and seamless ecosystem that will effortlessly connect and integrate Nothing products and products from other world-leading brands.” It won’t be a heavy skin and only pack the “best features of pure Android.”
The announcement’s wording also clarifies that the OS will not look like stock Android and feature “bespoke fonts, colors, graphical elements, and sounds.” To give users a preview of Nothing OS, the company will release its launcher in April for select Android smartphones. This strategy is similar to what Xiaomi’s sub-brand Poco did with its launcher by making it available to third-party devices.
Lastly, Nothing promises three years of OS updates and four years of security updates for the Phone 1. While not the best, this software policy will still put Nothing’s offering ahead of most Android manufacturers.
Expect to Hear More About Nothing Phone in the Coming Weeks and Months
Nothing will release more information about the Phone 1 in bits and pieces in the coming weeks and months to keep the phone and the company in the media limelight. This way, the company will be able to create consumer interest in the product without spending heavily on marketing.
How Much Should You Spend on a Smartphone? 7 Price Points Compared
About The Author