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.
