Nothing Phone will attempt to crack US market in 2023

Nothing Telephone (1)

AppleInsider might earn an affiliate fee on purchases made by hyperlinks on our website.

The corporate’s Phone (1) launched in Europe, Asia, and the Center East, in July 2022, however not within the US or Canada with no restricted beta membership. Nothing CEO Carl Pei mentioned a US launch requires lots of technical help to help the carriers and their software program necessities, and the corporate felt it wasn’t prepared for that.

However in keeping with a report on Monday from Inverse, that can change with the Nothing Telephone (2).

“We determined to make the US our No. 1 precedence by way of markets,” Pei mentioned. “We could not do it earlier as a result of we have been solely in our second yr and our fingers have been tied constructing the group as we have been constructing the merchandise. Now as we’re on a extra strong footing, we will take a step ahead.”

Pei says that Nothing doubled in dimension final yr, rising from 200 individuals in 2021 to 400, and now has the assets to enter the US market.

“Once you make a smartphone for the US it is advisable work with the carriers on certification and adapting a few of their options into your OS,” he mentioned. “We did not have the assets for that earlier than and now we do.”

The corporate additionally hopes to entice “fairly bored and detached” shoppers who might want extra selection within the smartphone market. Pei believes Nothing can carry distinctive {hardware}, aggressive pricing, and competitors to iOS.

Sooner or later, Pei believes that Nothing will “have a critical take into consideration this drawback [of iOS dominance] and the way we deal with it.” In some unspecified time in the future, “it’ll create a ceiling to our development.”

He additionally teased that the Telephone (2) will likely be extra premium than its predecessor and that software program will likely be a giant focus space for Nothing. The trace might imply that the corporate plans to compete with high-end smartphones such because the iPhone 14 Pro.