Honestly I see Nothing as a culture (notice, I didn’t say cult).
Nothing has the right, and must, take risks by proposing original and bold ideas that resonate with its target audience:
We made a transparent smartphone with lights, something no one else was doing, and designed it thoughtfully? People want it.
We created a phone that’s modular and playful with an industrial design? People notice it and want it.
The packaging that tears open? That’s us.
We invested and appeared in an anime? Here we are.
Announcing the new phone? We show you a Pokémon first.
Nothing, made up of millennials, appeals to nostalgic gameboy users.
The reason why it’s also loved by the younger generation who didn’t live through those eras, and even by some boomers, is because both of them appreciate risk-takers and those who speak their own language with courage and care.
Basically, I perceive Nothing as a brand for people who want to have fun—products that are precise and seamlessly integrated into a clean, simple ecosystem.
The nostalgia, the nerd culture, the “make tech fun again”—it’s all a creative vision of their world, a world that increasingly asks for authenticity and uniqueness to succeed (thankfully).
Iterate, don’t revolutionize.
Stand out, don’t isolate.
No one is asking to launch the next Robotaxi or the next Vision Pro.
