I am disappointed by Nothing’s recent move to introduce pre-installed applications (and the “Lock Glimpse” lock screen content feature) in its non-flagship phone series. However, I also understand this is likely a “painful but necessary” business decision made for the company’s long-term growth.
Despite my disappointment, I still wish to offer some constructive suggestions as a loyal user. I believe these recommendations can somewhat alleviate the negative sentiment among existing users without hindering Nothing’s ability to profit from this new business model.
List of Suggestions (In order of desired priority)
1. Uphold the Promise on Already-Sold Devices (The Most Critical Suggestion) Please do not introduce pre-installed applications through system updates on devices that have already been released and sold (e.g., the Phone (3a)). When these phones were launched, the “pure system” was a distinct selling point and a decisive factor for many users. Introducing pre-installed apps on these devices constitutes a breach of your commitment to existing customers, which will severely damage brand credibility and the interests of your current user base.
2. Ensure Transparency and User Choice in Updates If you still wish to earn easy money from your existing user base and insist on introducing pre-installed apps on already-sold phones, please make this change explicitly clear and prominent within the system update documentation. Inform users about the negative implications of the upgrade, and leave the decision to update entirely with them. If users prefer to maintain a pure system, they must have the option to refuse the upgrade.
3. Clear Communication and Product Positioning for Future Devices For any future phone launches that will include pre-installed applications, you must clearly state which third-party apps are pre-installed on the product pages, promotional materials, and documentation. Simultaneously, please stop using “pure system” or “no bloatware” as a core selling point for these devices (and I suggest toning down this rhetoric even on flagship phones). Do not play word games. Ensure that users have full right to know what they are buying. I believe many mainstream users will not mind this, which is part of why your decision holds up. But users are entitled to the right to know.
Thoughts on the Company’s Transition
Nothing’s decision is undoubtedly a double-edged sword, but it is highly likely to benefit the company’s long-term development, otherwise they would not have done it. Here is the logic:
This move allows their future products to be more price-competitive, potentially enabling the launch of even lower-priced phones to attract new users. These new users may not care about pre-installed software (or they wouldn’t have bought the phone).
As new users flock in, the voice of the core users with extreme demands for a “pure system” (who are a smaller fraction) will be diluted within the overall user base. The company can then focus more on meeting the demands of the mainstream market rather than a niche group of enthusiasts.
Nothing’s business practice has lost some uniqueness, such as no longer using a pure system as a selling point, but it can still build brand distinctiveness through unique design and user interface. Users will still pay for that.
The loss or dilution of the core user base is inevitable in the development process of any company. Both users and company decision-makers should view this phenomenon rationally. As users, the best approach is to heed MKBHD’s advice: defend the product, not the brand. Don’t attach too much emotional baggage to a commercial company, but rather choose the products you like more rationally and enjoy them.
I will still purchase many Nothing products in the future. My wife picks out a Nothing product for me every Christmas—perhaps the Ear(3) this year? However, I will no longer be overly enthusiastic about the brand (I currently own all their audio products), nor will I recommend them as easily to my friends as before. In the face of Nothing’s shift, I, too, need to become more rational and cautious.
