Carl Pei of Nothing Challenges Apple: 'I Will Steal Your Customers, One iPhone User at a Time'

Carl Pei, founder of Nothing, is back on the attack against Apple with a new video published on social media representing a clear step in a well-defined marketing strategy. In the video, Carl Pei states: "This is a message for Apple. My name is Carl. I make phones in London. I will steal your customers. One bored iPhone user at a time."

A Clear Strategy

Pei's message is clear. Nothing wants to capture a slice of the iPhone user market, particularly those users who believe that smartphones (especially Apple products) have become boring and repetitive, with few innovations and designs that change only marginally from year to year, without adding significant novelties and innovative functions.

Recently, Pei has repeatedly highlighted the idea of Nothing challenging Apple (and also Samsung) with the goal of capturing younger users, who represent the target on which to base the company's future growth, especially in the smartphone sector.

For now, Nothing plays a secondary role in the smartphone market, with a very small market share (even though precise shipping data is unknown). To grow, one of the channels available is social media, which allows the company to become known and attract new users.

Let's remember that the latest products launched by the brand are the Phone (4a) and Phone (4a) Pro. For this year, the company will not present a flagship model, postponing the high-end market appointment until 2027.