August 13, 2022

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Nothing phone (1) launch: Move over Seinfeld, here’s the ‘phone about Nothing’

2 min read

Smarothone maker Nothing is set to unveil its new smartphone at a launch event in London, at 8:30 pm IST.

This the company’s second product launch.

Nothing phone (1) Specs (Expected)

While founder Carl Pei has insisted that the phone (1) is about more than just the tech on board, initial reports suggest the phone (1) will have a Snapdragon 778G Plus engine room, as well as a 50MP Sony IMX766 main sensor housed inside a dual camera setup on the back.

Wireless charging and a semi-transparent design are other early-days bits of information as the phone (1) tries to navigate an increasingly tough and competitive global smartphone market.

While Carl Pei insists that Nothing is doing nothing when it comes to marketing their new gizmo, saying there is ‘Too much hype for Phone (1) imho’(sic), the former co-founder of OnePlus may be right about the Nothing phone (1) being eagerly anticipated.

Inflation, the cost-of-living crisis and post-pandemic recession jitters all mean that Nothing has its task cut out in challenging times.

The highly-saturated INR 25,000 to INR 40,000 price band is where the phone (1) is being seen to be introduced. Reduced demand and a plethora of options such as Poco’s F4 5G, iQoo Neo 6 both powered by the Snapdragon 870 chipset, and then Xiaomi’s 11T Pro, and the OnePlus 9RT, which powered by the more powerful Snapdragon 888 series are going to be challenges for Nothing to contend with.

Overall, with so many phones flooding the mid-range, top-notch cameras, displays and processing power are all par for the course and are no longer differentiators.

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Nothing will be hope that its LED light-filled design, brand recall with the popular the ear (1) TWS earbuds will help it stand out as a unique Android experience.

After-sales services, where most companies in India take a hit, is also where Nothing can make a mark and wean customers away from the alternatives.

Now, that would be something



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