The world of telephony has been showing signs of saturation and symptoms of exhaustion for years due to the enormous number of brands that devastate the market and the technological ceiling in which many companies are involved, where innovations are increasingly difficult to achieve. However, there is always room for innovation and the British company Nothing has found a blue ocean in this area . Are we facing the new Apple? Let’s see it in this article.
Nothing, in search of the different
One of the problems with technology is the amount of resources needed to carry out any project, be it a mobile device or headphones, which increases exponentially if you want to position it in the high-end. This has been the problem of Carl Pei, executive president of the Nothing company, who sought investment capital to develop his own technology to compete with the strongest companies in the sector and why not, become the Apple of the 90s but under the 2023 standards.
To do this, they have a clear objective that consists of eliminating the technological barriers between humans and devices with the aim of creating a symbiosis between both elements. However, the only thing that has been presented has been two headphones and a mobile, but as Apple does, offering something different from what exists. In this sense, Steve Jobs established a new standard of use to add a screen to the iPhone, leaving behind the buttons as the Blackberry and Nokia had. Nothing, in his line, has followed the same path.
The CEO of the Nothing company, Pie Carl, has sought to recover the spirit of innovation in his company and it seems that the idea is having success among the world’s great technology companies because they have the support of large companies through investments such as Alphabet, Qualcomm, as well as great engineers like Tony Fradell, who was Steve Jobs’ design engineer to develop the iPod, Steve Huffman, founder of Reddit and Kevin Lin, co-founder of Twitch.
Why could it be the new Apple?
Nothing, like Apple, has not retried the wheel, in fact, when it launched the iPod, there were already similar products on the market, when it launched the iPhone there had already been phones for decades and with the iMac, the same thing, it was not the first computer. However, the difference is not in taking what exists, but in renewing what exists. In this sense, Nothing has not created anything groundbreaking, but it has known how to turn the design around and make a product that is different from the rest of the brands, standing out among them and making every user know that they have a different device in their hand or on the ear, bringing a breath of fresh air to technology. Nothing seeks to be Apple, but without being Apple, but making it clear that the user experience and design are the foundation of its company.
They are so convinced of this that they are currently talking to North American telemarketers to land the devices there and begin to compete in a market in which Apple is the clear dominator, with the same philosophy discussed above; However, those of Cupertino have a more moderate price, but with the caveat that, just like when you have an iPhone, everyone will know that you have a Nothing.