This year has been a whirlwind for smartphone lovers. From gaming phones to sleek flagships and even the rise of compact powerhouses like the OnePlus 13s, the mobile market has been on fire since May. Every major brand brought something to the table, each launch louder than the last, trying to outshine the competition with more cameras, more power, more “durebility.”
But while the world shouted, Nothing chose to whisper. And somehow, that whisper echoed louder than any launch this year.
Anticipation for Phone (3) began long before 2025 rolled in. Carl Pei and the team had been subtly dropping hints, stoking curiosity without giving too much away. Fans were glued to timelines, decoding every Glyph flicker, every teaser tweet. People even started portraying their own variations of the phone 3. By March, the company launched Phone (3a) and 3a Pro, devices that were meant to be mid-range, but didn’t compromise on identity or performance. The public responded with overwhelming enthusiasm, praising the balance of clean aesthetics, minimal UI, and distinct Nothing charm.
Yet, the big reveal…..the actual Phone (3)—remained just out of reach. People expected a teaser, a glimpse, something. But Nothing held back. And in doing so, they did what no other brand dared: they let the anticipation build. Organically. Boldly. Quietly.
To keep the momentum alive, Nothing played their next hand smartly…..through their sub-brand CMF. The CMF Phone 2 Pro launched to strong reviews, establishing CMF as more than just an accessories line. It was a clever play: showcase innovation and design maturity without giving away the main event. And now, halfway through 2025, we’re still waiting. But it doesn’t feel frustrating…..it feels intentional. Because with Nothing, the silence is part of the story. It’s a build-up, a slow burn, a brand proving that excitement doesn’t need fireworks…..it needs belief.
So yes, this year may have been a blast for phone launches, but if you ask the tech community, the real bang is yet to come.
All eyes are still on Nothing.
