Nothing’s second phone will beat the US this year •

by Ana Lopez

There’s one thing Nothing’s first phone excelled at, it brought a bit of excitement to the staid world of smartphones. Shipments have been stagnant, slowing and shrinking in recent years and are now at one of the lowest numbers in about a decade.

The phone (1) wasn’t a revolution, but it was certainly a breath of fresh air, after dealing with incremental upgrades from the same core players. However, potential US consumers were out of luck – at least until the London-based company opened things up a bit through a recent beta program.

Greater availability of the device may never come here in the States, but the sequel has the world’s No. 3 market firmly in its sights. The carrier-controlled US market is notoriously difficult to break into, but it’s an important one, if only because of its sheer size. In a recent interviewnoted founder Carl Pei that the country will be a prime target for the Nothing Phone (2) when it launches towards the end of the year.

The company has little more to say about the forthcoming device at this point, but the CEO noted that Nothing’s earbuds served as a sort of trial balloon for potential US expansion.

“We’re very excited about the US market because it’s a big country,” he explained. “If you look at our earbud sales, about a third of it comes from the US. And by not launching our phone in the US, we’re potentially leaving a third of the volume on the table.”

Nothing confirmed that it’s planning a non-beta US release for its forthcoming handset. “The US is a major priority for 2023,” Pei told “We have assembled a team that I am sure can deliver a fast and smooth OS experience that is currently lacking in today’s smartphone industry. With the launch of our next flagship product later this year, I expect Nothing will not only fill the gaps of what’s missing, but provide consumers with real choice in a sea of ​​equality.”

The broader question is whether the lull in the market will be a net positive or negative for Nothing’s ambitions. The slowdown may have created openings in a long-saturated category, but it remains to be seen whether the slowdown is temporary, or the onset, or whether consumers are done buying phones at their former rate. Economic factors come and go, but even prior to the current climate things looked lethargic for smartphone makers.

Hoping to continue the conversation later this month at Mobile World Congress in Barcelona.

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