The long-awaited Nothing Phone (2) is launching on July 11. The date is exactly a day shy of the Nothing Phone (1)’s launch which took place on July 12 last year.
What’s interesting about Nothing’s second phone is that the rookie phone-maker doesn’t seem to be trying to build a new phone from the ground up. Instead, Carl Pei and his (small) team seem to be going for an improved version of the Nothing Phone 1, and I believe that’s exactly the right recipe for such a unique device like the Phone 1.For example, Nothing has already confirmed that the Nothing Phone (2) will be equipped with a flagship Snapdragon 8+ Gen 1 chip as opposed to the mid-range Snapdragon 778+ in the Nothing Phone 1. Of course, the Snapdragon 8+ Gen 1 is last year’s flagship SoC but still packs quite a punch, which makes the upgrade massive.
As you can see, there aren’t many secrets surrounding the unreleased Nothing Phone 2 even a month before the launch of the device, and that’s because, just like the phones it makes, Nothing is a very “transparent” company, which is part of what makes it stand out and appeal to users.
Nothing’s recipe for successfully making it as a brand new phone-maker in a world dominated by Apple and Samsung is surprisingly easy to see (through), and it starts with the design; goes through clever marketing, and ends with a competitive price…
- Design is first; specs don’t really matter
- Market with a sense of intimacy – you’re not a company but a community; you don’t have customers but friends
- Make products affordable enough but not too affordable so they are perceived as “cheap”
I guess what’s left is to take a look at the Nothing Phone 2 in the context of Nothing’s three pillars of making a successful Android phone.
Nothing Phone 2 design reveals sneaky genius Carl Pei “copied” iPhone 15 Pro before Apple’s flagship is even released
Of course, as OnePlus co-founder, Carl Pei is well versed in the art of making a “flagship-killer” phone – one that seems to be just as good as Apple and Samsung’s $1,000 devices at half the price. However, one thing quickly became clear after the launch of the Nothing Phone 1, and that’s how Pei shifted the focus from making a phone with “flagship specs” (in other words, a OnePlus flagship) to making a phone with a “flagship design”, which I find to be a brilliant move because most people tend to choose a new phone with their eyes rather than a spec sheet.
Of course, specs are important (especially for nerds like me, and you) but “normal people” tend to choose a new phone simply by looking and it (and holding it), and Carl Pei & Co seem to have nailed both the aesthetic and functional design of the Nothing Phone 2. The Phone 2 looks like it’s going to be easier to hold thanks to a curved frame (despite being larger), while being just as good looking (and transparent) as the Phone 1.
The tradition of focusing on design carries over to the Nothing Phone 2, which looks like the baby of (at least) three different iPhones – iPhone 11, iPhone 12, and even the unreleased iPhone 15 Pro (or even something like a Pixel 5). The biggest design change with the Nothing Phone 2 seems to be the presence of a curved frame, reminiscent of the iPhone 11, while the display on the front seems to have 2.5D curves all around, which reminds me of the unreleased iPhone 15 Pro that leaked ages ago.
Still, more importantly, the Nothing Phone 2 is unapologetically Nothing, and (of course) that’s thanks to the familiar transparent back glass, which lets you see the guts and brains of the phone. Sure, that might/might not be your kink, but one thing’s undeniable – it makes the Nothing Phone stand out amongst other slabs.
Nothing Phone 2: Carl Pei will sell you an Android phone as if you’re his friend; Nothing CEO will market Nothing Phone 2 by reviewing iPhone 15 Pro, Galaxy S24 Ultra and OnePlus 12
In a way, Carl Pei stole the best parts of OnePlus (like the early days marketing spirit of the Chinese company) and implemented them into Nothing. But he also left out others, like the focus on specs, replacing it with focus on design.
This “marketing with a sense of intimacy” (I like to make up my own weird definitions) makes Nothing seem like a community rather than a company – they don’t have “customers” but friends or even “fans”. Of course, if you’re Apple or Samsung, you don’t need to have tea with the people who buy your phones but that’s proving to be useful for a rookie phone-maker that’s trying to build a positive identity. OnePlus also started by creating a community feel and holding events where OnePlus users gather together.
It all started with Phone 1, and we see the same marketing strategy with Phone 2, where Nothing reveals parts of the design and specs in stages before the big reveal. This teasing helps hype up the phone, and works to keep it in the social media loop for as long as possible. But once the Phone 2 is out is when the we’ll enter the second stage of marketing, which is when Carl Pei will be reviewing an iPhone 15, a Pixel 8, and who knows – maybe even a Galaxy Z Flip 5 and then tell you how they compare to the Phone 2, without trying to convince you to buy it (at least not directly).
Nothing Phone 2 might be better than Pixel 7 and Pixel 8: Carl Pei & Co combine the best of iPhone and Android at a killer price-performance ratio
Apparently, the octopus in the teaser image for Nothing Phone 2 hints at the already confirmed octa-core Snapdragon 8+ Gen 1 chip powering the phone.
Design and marketing aside, the third and final “secret” to making it in the world of smartphones is (surprise!) aggressive pricing. No one is going to buy a $1,000 iPhone competitor from a company with an unproven track record. But a $500 phone? Maybe… Just maybe.
“Balanced” is the word that should describe the price-performance ratio of the Nothing Phone 2 if the newbie wants to challenge the likes of the Pixel, Galaxy and iPhone, and CEO Carl Pei knows that. So, what’s the actual price of the Nothing Phone 2? Well, we certainly don’t know it yet. Insider Yogesh Brar says that “given the $260-280 BoM of the Phone 2, the US price could be $449-499”, which would make the Phone 2 a killer deal.That being said, with all the rumored upgrades (especially the Snapdragon 8+ Gen 1 chip over the Snapdragon 778+), I’d certainly expect the price of the Nothing Phone 2 to be “upgraded” too, especially considering the Phone 2 will also be sold in the US (unlike the Phone 1). My educated guess? Closer to $600. Of course, I hope I’m wrong, and the price is lower but I’m also trying to be realistic.
Remember, the Nothing Phone 2 is now much closer to being a proper Android flagship, especially when looked in isolation (but not only). Unlike the mid-range package offered by the Nothing Phone 1, we now have a flagship SoC, a larger display with even bezels, and an eye-catching design. A large battery with relatively fast charging, which can also be done wirelessly as well as at least an IP53 splash and dust resistance is also something to consider when thinking about the potential price of the Phone 2.
So… what’s the question that remains to be answered before you Carl Pay your savings to Nothing right now, before the phone’s even announced?
Well, for better or worse, what seems to make or break a flagship phone nowadays is… the camera. The Nothing Phone 1’s camera is pretty good for the price and certainty got much better after software updates but nailing that aspect of the Nothing Phone 2 can (really) make it a better deal than something like a Pixel 7, Pixel 7a, or even the upcoming Pixel 8, which Pei might actually be targeting directly.
Excited about the Nothing Phone 2?
