My questions are the following:
- Why promote a product on a global scale when it will only be available to a small, London-based audience—while simultaneously advertising it with a misleading claim such as “available in multiple regions”? That does not feel like celebration; it feels like a dismissal of the very community that supports the brand worldwide.
- How can Nothing speak of expansion into the American market when, time and again, it excludes it entirely?
- I understand the concept of limited editions—exclusivity, scarcity, luck. That is not the issue. The issue is closing the market to a single location. When availability is restricted to one city, the concept loses its meaning and becomes arbitrary rather than special.
- Why send devices to global YouTubers and influencers, encouraging excitement and anticipation across continents, when the product itself will be unattainable for most of the audience watching? What purpose does that serve other than frustration?
- Each year brings countless variations of the same device. Yet when something genuinely different—something the community has clearly been asking for—is finally released, it arrives with more limitations than ever before.
This is not how you reward loyalty. This is how you turn excitement into disappointment—and fans into spectators.
