Don’t get me wrong, I’m a fan of my nothing phone 2, but I don’t understand the mission and style of the company. Like most, I started following the company’s youtube channel, researching who and what it is. Black and white videos, some serious atmosphere, a credo that they want to make a symbiosis of man and machine. Minimalism, transparency, strictness in style, cyberpunk atmosphere and glyphs. Then the company changed its rhetoric and slogan to “make tech fun again” and their sub-brand products look like children’s toys and that “haha” atmosphere. The Nothing that I think admires Apple’s policies and products is starting to turn into a company with no purpose and they just create things according to their mood. In this regard, a question to the community, how do you personally perceive the idea of the company and what are your associations with their products, what are your feelings?
Understanding Nothing's Mission/Style
iiust i think that nothing make a special design with cmf sub brand, i don’t think that it’s a toy design, the last midrangers from nothing 2a/+ looks really great for midrange phone, i loving the brand it’s very enjoyble to use the phone with clean android experience like you have in google pixels, i thing nothing is testing some interesting options with design and colors and it’s pretty cool to all the time doing something different in the design and not be like other brands.
iiust Honestly, I don’t think it’s confusing at all. The make tech fun again slogan, speaks to the want to be different and try new things because we’ve reached this space where brands aren’t even experimenting in smartphone design outside of fold/flip, in Nothings sphere that’s the glyphs. But, I think more broadly they still want to make accessible devices, that are designed, built and supported well, with good software, that make Apple users consider an alternative. The glyphs are a talking point with functionality. I don’t think they’ve wavered from that mission.
You’ve really got to look at CMF as a different mission, and brand. It’s an opportunity for their designers to experiment, be fun and, not worry about the wider Nothing brand identity. It’s also an opportunity to get Nothing OS powered devices into as many hands as possible and, likely gives Nothing as a brand more weight with suppliers when negotiating prices for components as CMF are cheap, fast selling devices.
They’re striking the balance well, with clear differentiators, branding and more. And personally, I love it.
- (Edited)
people are expecting features from nothing like they own 70% shares when all they have is phone and samsung charger
- (Edited)
NO ONE IS PERFECT but AS OF NOW NOTHING company is better than any Chinese mobiles companies even morally better than apple google or samsung . they dont load bloatware and they regularly give software update. they way more trustworthy than any tech companies even more trusthworthy than google samsung or apple
A very good question and observation. I also feel the need to sharpen who we are and where we are going.
I’ve begun making changes under the hood, but some things will take longer to manifest.
iiust I completely get where you’re coming from. I’ve been a big fan of the Nothing Series (those black-and-white videos you mentioned), and they really helped me connect with the brand on a deeper level. I actually brought this up in one of the board meetings, suggesting we bring the series back because of the strong impact it had on how people see the brand.
@Carl has talked about the need to sharpen the brand’s direction, and I think that’s a really important move. I’ve already seen some positive changes, but I understand it’s going to take time for everything to fully come together. With Nothing and CMF having their own distinct identities, it’s really important to keep their branding clear and separate. I’m excited to see how the work happening behind the scenes will shape the brand over time and resonate with the community as it all unfolds.
- (Edited)
I love nothing and I agree with you a little.
Their motto of making tech invisible from our lives, giving back users their power and design motto of being transparent (to emphasize the concept nothing) are what made me love the company.
Though I love making tech fun again thing too but I guess it’s time they start finding some balance between that and the above points (as they are a bit antagonistic to eachother).
But as @RohitPakalapati said @Carl had started making some changes, I trust in a nothing as a company a bit more than other tech companies so I am confident they’ll make things right.
- (Edited)
Carl That is a great honour to get a reply from you, sir. I’m literally glowing with joy 
It all depends on your decision, the decision of the company and the community, and I believed in your company because of the inspiring zeal to do something cyberpunk and stylish, with all of this glyphs and minimalism. I hope you will continue to please us in this style and go with the idea. In any case, you are doing a great job and have made many people fall in love with you with your ideas and desire to do something special in this industry. Thank you!