These days, it’s hard to imagine a smartphone that is radically different from others. Of course, we’ve had foldable devices, which, while still expensive, have revived the interest of many tech enthusiasts. Especially those who are bored with the modern design of smartphones. Against the background of what is happening, it seems that it is impossible to make foldable ordinary phones interesting again. As they say, many tried, but they stayed there. Or is it not so bad and there are chances? Oh yeah… Nothing from Karl Pei. But is he really that good? Or is it true to its name and is nothing?
Looks good, but does not pull on a breakthrough.
New fancy phones
It seems that it is precisely the revival of interest in ordinary phones that is the goal of the new company of the OnePlus co-founder. It is also interesting that it is supported by a huge number of investors who have invested and continue to invest in it a lot of money. They all want to see a radical rethinking of the concept of the phone, which Pei promised them.
Заходи в наш Яндекс Дзен. Там еще и не такое расскажем.
Looking closely, many of the strategies behind brand building look like they come from the same scenario. The same script that was being written when he created OnePlus. It’s good, of course, because OnePlus has grown before our very eyes. But it also raises some doubts about what we will see.
Last week, Wallpaper published an interview with Carl Pei that was supposed to reveal many secrets, but it didn’t. Many thought that Nothing was trying to implement an idea that was popular in the 90swhen everyone wanted to make all electronics transparent. It didn’t work then, but I’m not sure it will work now. And Carl’s aspirations are becoming more and more mysterious.
I want to believe that this man knows what he is doing.
What do OnePlus and Nothing Phone have in common?
As it has been for several months, Nothing sticks to the same concept from the look of Nothing OS to the transparent design that is already featured in the company’s first headphones. But transparent electronics is certainly not enough to claim that the company’s products are a “radical reinvention” of something, let alone build a brand from scratch.
In fact, we’ve seen design experimentation since the days of OnePlus. When we waited for OnePlus 5, we came across a lot of leaks, renders and even finished concepts that looked very interesting. But in the end, we got another copy of the iPhone 7 design. And this can also be attributed to the business model of Karl Pei, who seems to want to do something interesting, but at the same time does not dare at the last moment. Or he is not allowed to decide, which in general does not change the essence.
Concepts do not always become finished products.
So, will history repeat itself with Nothing Phone (1) and its design language? The last major company that tried to create a transparent phone abandoned this idea after only two generations – these were Xiaomi Mi 9 and Mi 10. That is, what we see now is nothing new. What else is unique about the appearance of Nothing? That’s right – nothing. Now imagine that you put a cover on it. Surely the company will produce transparent cases, but I’m almost sure that it will be a sad sight.
From this point of view, the transparent case headphones are a really interesting product. Could you release some receiver, home audio or something else in a transparent case – it would be much more interesting, but definitely not a smartphone.
Transparent headphones are good. A transparent phone is doubtful.
Who needs transparent phones
Do not misunderstand me. I grew up in the 90s and was into technology. Then there were many Chinese electronic toys in transparent multi-colored cases. Therefore, I would at least get a new transparent phone for review. But to lay the foundation of the brand on the curiosity of a rather narrow layer of users is a little naive.
I’m not saying that you need to relax and release another typical chirp, but you shouldn’t overestimate the idea of a transparent case (besides which there is nothing else). Again, given that 90% of users will immediately put a case on it. And if not, then any glass will become cloudy over time and there will be no trace of any beauty from the phone. Add the factor of an unknown brand here, and we get millions of people who are now studying this phone with interest, but once in front of the counter, they will not risk giving real money for it.
There is nothing new in transparent electronics. But now she can find a second youth.
Why Nothing has a future
Now let’s think about why users value Apple and Samsung so much? Among other things, an important part of them is the ecosystem, which again Nothing will have for many years to come. But now more and more devices offer it. This is Xiaomi, and Honor, and Huawei, and those mentioned above Apple with Samsung.
Looking at the confidence of Karl Pei and his investors, it seems that Nothing has some tricks up its sleeves, but now it’s hard to believe. Therefore, until we are convinced otherwise, I propose not to consider the upcoming novelty as something outstanding. Of course, you can and should have your own opinion. And I propose to express it in the comments or in our Telegram chat.
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