The new boss is the same as the last one.
The Nothing Phone 1 has received a lot of attention for a phone that is still not available, in part due to the company’s PR strategies to keep people talking about the phone all the time. As the launch date approaches, some phone hardware has finally entered the picture. Reviewers like MKBHD have had a chance to test it out and have provided us with yet another tease. If all of this has you wanting to buy a Nothing Phone 1, be aware that it won’t be as simple as buying one off the shelf because the firm has announced an invite-only system, at least initially.
Nothing has a brand-new documentary-style video that gives viewers a peek at the business behind the scenes. Founder Carl Pei begins discussing the production and supply difficulties new businesses encounter when producing complicated products like cellphones at little over 14 minutes in. He claimed that Nothing had a choice between starting sales as soon as possible or waiting to ramp up production. It selected the latter, and for good cause.
We’ve seen businesses tout things time and time again, only to delay their arrival for months. And by the time they do, the excitement has long since subsided, and interest is minimal at best; at worst, a competing brand has just launched a product that has people talking and, more crucially, paying.
Nothing intends to deliver its products to customers ahead of schedule, but due to poor production, the company will rely on an invitation-only sales model while accelerating manufacturing in the background. The system still needs a lot of work to be refined, but it is now trying to target early backers.
This is not the first phone launch with invite-only sales that we have observed. The similar strategy was utilised by OnePlus, which Carl Pei himself co-founded. That made it challenging for those who genuinely desired the phone to obtain one, but it also allowed the business to increase production (and stay in the news for even longer, at the same time). Even if OnePlus got away with it in the end.