Nothing is making me nervous. The Nothing Phone 2 maker has been diversifying in a way few expected, and I don't know what it means for the future.
Nothing, the technology company started by OnePlus co-founder Carl Pei, is making me nervous. After releasing several excellent mobile products since its inception in 2021 — and really impressing me with its unique vision in the process — there is evidence it’s getting distracted.
Related Design is a big part of Nothing. The Nothing Ear 1 in-ear Bluetooth headphones’ unusual transparent casing set the tone for the brand, and its understanding of ergonomics and appreciation of simple beauty shone through in the Ear Stick headphones cool, twistable, cylindrical case.
Fun is good, to a point I’ll say at this point that I’m not a curmudgeon. I’m not suggesting fun should be banned, and I am not complaining about these launches or saying they shouldn’t have happened at all. I may not care about the beer, but I’m pretty sure I’ll be in the queue for a Nothing cap. Swag is also important to build brand awareness, something OnePlus also did well with its range of excellent backpacks and bags, plus some fun t-shirts I still have today.
What is Nothing, then? Is it a tech brand? A lifestyle brand? A brand throwing many things against the wall to see what sticks? The fact I’m asking this question at all means its recent choices are somewhat unusual and that perhaps the fun it is having isn’t doing its carefully curated and shockingly effective brand — which it has impressively built in double-quick time — much good.
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Vote now: Do you think your phone is secretly listening to you?Mariyan, a tech enthusiast with a background in Nuclear Physics and Journalism, brings a unique perspective to PhoneArena. His childhood curiosity for gadgets evolved into a professional passion for technology, leading him to the role of Editor-in-Chief at PCWorld Bulgaria before joining PhoneArena.
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