Nothing wants to launch its Phone (1) in the USA to counter Apple’s domination

From the presentation of Nothing, Carl Pei, its founder, had specified that the first smartphone of his company would not be marketed in the United States. A difficult decision when it is a large market, certainly not very permeable to Chinese models or new players. This is the main reason for this absence. According to Pei, it is complicated for a young brand to emerge on American territory if one of the operators does not take it under its wing. But a few months after the launch of the Phone (1), the situation seems about to change.

In an interview with CNBC, the boss of the start-up indicates that “discussions are underway with certain American operators to, perhaps, launch a product there“. Obviously, Carl Pei is careful not to specify whether it is a smartphone, but it is hard to see him entering into this type of agreement for a pair of headphones or a connected watch. Especially since the market American is quite vampirized by Apple and its iPhones, especially on the side of Gen Z, Nothing’s privileged target with its products, Phone (1) in mind. The CEO is therefore convinced that his smartphone, and more generally his products, could meet a great success in the land of Uncle Sam.

A new market that could allow him to achieve his goal of making Nothing a profitable business by 2024. Currently, this is not the case, although Carl Pei indicates that revenues for 2022 will be more substantial than in 2021 ($250 million expected vs. $20 million a year ago). Nothing is therefore on the right track, but does not intend to multiply product releases either to reach its objective more quickly. In a tweet, Pei clarifies the question of a Phone (2), confirming that the latter was not about to arrive and that the firm did not wish to flood the market with products. Nothing therefore concentrates on its first model, seeking to refine it before embarking on the sequel. A strategy that could pay off.