admin London-based tech startup Nothing has unveiled its most premium smartphone to date—the Phone (3)—marking a major shift in its product strategy as it aims to compete head-on with industry heavyweights like Apple and Samsung. Priced at £799 (Rs 79,999), the device is the company’s first entry into the flagship segment and the most expensive handset in its lineup so far.
With the Phone (3), Nothing is targeting mainstream consumers across key markets including the UK, India, and Europe. The device is also making its debut in North America, expanding the company’s global footprint. Until now, Nothing had focused on mid-range smartphones in the $250–$700 price bracket, carving out a niche with bold, transparent designs and enthusiast-friendly features.
The new Phone (3) introduces a 6.67-inch OLED display, Qualcomm Snapdragon 8s Gen 4 chipset, and a triple-camera setup, arranged in an unconventional layout. A major design evolution comes with the new Glyph Matrix interface, replacing the older Glyph lighting system. Positioned as a more intelligent notification system, the Glyph Matrix allows for personalised visual alerts and tools like timers, selfie countdowns, and caller-specific notifications—all without unlocking the phone.
Strategic Shift Aims to Challenge Legacy Brands
Nothing’s move into the flagship tier aligns with its broader ambition to become a viable alternative to dominant players. Backed by Google Ventures and iPod co-creator Tony Fadell, the company has now surpassed $1 billion in total sales and doubled its annual revenue in 2024 alone, with India as its largest market.
Industry analysts note that while the Phone (3) offers a bold aesthetic and distinctive features, the brand still faces a significant uphill climb in terms of recognition and brand loyalty. However, with legacy competitors focused heavily on AI-led differentiation, Nothing’s clean design ethos and restrained approach to AI may appeal to users seeking a fresh experience.
The company also unveiled Headphone 1, its first over-ear noise-canceling headphones priced at $300, featuring a retro-inspired design and Spatial Audio support, expanding its growing hardware ecosystem.
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