Nothing, the {hardware} startup based by OnePlus co-founder Carl Pei, launched its new £799 (Rs 79,999) Cellphone (3) flagship on Tuesday — its costliest smartphone up to now — coming into competitors with established gamers like Apple and Samsung, identified for his or her high-end units. The London-based firm goals to achieve market share within the flagship section throughout markets such because the UK, India, and Europe by encouraging customers to improve their units and take into account various manufacturers.
“Cellphone (3) is constructed to point out that there’s nonetheless room for pleasure, identification, and creativity within the tech we supply day by day,” mentioned Nothing CEO and Co-founder Carl Pei throughout the product launch occasion in London. “The telephone builds on an thought we’ve had since Cellphone (1): turning the interior logic of the telephone into one thing visible, emotional, and even architectural.”
The brand new Glyph Matrix provides a enjoyable component to the design. (Picture credit score: Anuj Bhatia/Indian Categorical)
The Cellphone (3) is Nothing’s first true flagship smartphone and comes at a a lot greater worth in comparison with the model’s earlier units, signaling a shift as the corporate seems to maneuver past its area of interest picture and enter the high-end section in a worldwide push, with availability within the US and Canada.
Nothing has historically offered smartphones within the $250 to $700 worth vary. Nevertheless, with the Cellphone (3), the model breaks that worth barrier and enters the premium section.
The Nothing Cellphone (3) continues to function a translucent again and now consists of three cameras on the again however they’re positioned in an unconventional format. The telephone has a 6.67-inch OLED show and is powered by a Qualcomm Snapdragon 8s Gen 4 processor. The model is ditching the Glyph lighting system, beforehand used to alert customers about notifications, and is introducing the brand new Glyph Matrix in its.
“The Glyph just isn’t a gimmick. Eight out of ten of our customers have the Glyph interface enabled from day one,” mentioned Pei. “We consider smartphones ought to be just right for you—not the opposite means round. So we constructed the Glyph interface to create a calmer, extra expressive method to keep linked, letting you see what’s necessary with out turning on the display.”
In 2024, Nothing doubled its annual income to greater than $500 million and lately crossed $1 billion in lifetime gross sales. (Picture credit score: Anuj Bhatia/Indian Categorical)
“With Cellphone (3), the Glyph evolves into one thing smarter and extra succesful. We name it the Glyph Matrix,”he continued. “You continue to get the identical glanceable alerts—notifications for apps, contacts, timers, and extra—however now it’s extra helpful and customizable, as a result of you may present far more content material on a display than on mild strips. There are practical instruments like a stopwatch, a visible selfie counter, and person-specific notifications, so you realize who’s calling or texting with out even lifting your telephone.”
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The Cellphone 3 is Nothing’s costliest smartphone. (Picture credit score: Anuj Bhatia/Indian Categorical)
Nothing, a smartphone maker backed by Google’s enterprise capital arm and iPod creator Tony Fadell, was based in 2021 and has gained a following amongst geeks and fans. Pei’s startup initially made its title by providing reasonably priced and mid-range smartphones with distinct, premium, see-through designs.
The most important marketplace for Nothing is India, adopted by Germany and the UK. In 2024, Nothing doubled its annual income, surpassing the $500 million mark, and lately reached complete gross sales of $1 billion.
“With the Cellphone (3), the corporate is coming into dangerous territory, straight competing with world giants. Nevertheless, its differentiated positioning could assist the model acquire some traction amongst tech fans and early adopters in search of a recent various to legacy manufacturers,” Ekta Mittal, Senior Analyst, Related Units at CCS Perception, informed indianexpress.com.
Mittal agrees that Nothing is making an attempt to interrupt out of its area of interest picture with the Cellphone (3) and is aiming to focus on mainstream shoppers who’re loyal to legacy manufacturers resembling Apple and Samsung. Nevertheless, it could take years for a brand new model like Nothing to match the extent of name recognition and shut the model fairness hole that Apple and Samsung get pleasure from.
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“Nothing is carving out its area of interest, focusing on market share from Xiaomi, OnePlus, and others,” she mentioned, including that the model would possibly acquire traction with the autumn of Xiaomi, notably in India.
Nothing additionally touts superior AI options in its Cellphone (3), however they operate extra like a wise AI layer, slightly than being one thing that overwhelms customers.
This 12 months, all main smartphone makers have been highlighting their units’ AI capabilities—making an attempt to journey the wave of pleasure across the expertise and provides customers a compelling motive to improve to costlier handsets. Nevertheless, analysts have questioned whether or not AI options have sufficient attraction to truly drive folks to spend extra on a brand new improve.
Headphone 1 expands the ecosystem
Nothing additionally introduced Headphone 1, new over-ear noise‑canceling headphones launching at $300.
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An attendee tries the Cellphone 3 at a launch occasion in London (Picture credit score: Anuj Bhatia/Indian Categorical)
The Nothing Headphone 1 includes a distinctive design constant throughout its merchandise, that includes squircle-shaped earcups, see-through parts and help for a 3.5 mm audio cable. Its design resembles quirky cassette tapes, accessible in black or silver, with “Nothing Headphone 1” branding on one earcup and “Sound by KEF” on the opposite.
These headphones could attraction to customers preferring over-ear designs over true wi-fi earbuds. They provide cushioned consolation, energetic noise cancellation, and Spatial Audio—which makes them appropriate for longer listening classes.
The Headphone 1 has a typical clear design Nothing is understood for. ( Picture credit score: Anuj Bhatia /Indian Categorical)
Nevertheless, just like the Cellphone (3), they’re priced within the premium class, aligning with rivals resembling Bose and Sony. The upper value probably displays supplies and construct high quality past typical plastic designs.
“Nothing entered as an adjunct model with TWS Ear (1), creating preliminary buzz and success. Its design and premium sound expertise turned core USPs, which it goals to duplicate within the over-ear class,” Mittal mentioned.
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Mittal additional added that the launch of the Headphone 1 is effectively‑timed to enrich Nothing’s smartphone ecosystem, as “equipment characterize an necessary supporting class with wholesome margins and robust bundling alternatives for manufacturers with ample energy.
However Nothing’s Headphone 1 nonetheless prices lower than Apple’s AirPods Max and Sonos’ Ace.
The primary marketplace for Nothing’s audio merchandise is the US, adopted by the UK, Germany, and Japan.