How do you crack the smartphone market? It’s a question many debutant companies — from industry giants to passionate minnows — have tried to answer, yet there are as many (if not more) tales of reputational and financial tragedy as there are success stories. Despite being the ubiquitous gadget in the world, snatching a piece of the smartphone market pie is frequently a Sisyphean task for new brands.
Every now and again, though, a fresh face emerges capable of sending out enough signal to break through the noise. In 2022, that brand is Nothing — the hottest prospect in the Android world since Essential, and with the same level of industry pedigree behind it (and armed with some of the defunct company’s patents, to boot).