Nothing already starts sitting at Apple’s table. At least if we look at the price of your last phone (3)

Nothing Phone (3) will have a departure price that starts from 799 euros, a significant difference if we look back with the Phone (1) of 2022. Our partner Ricardo Aguilar could try it in Londonand although he highlighted its multiple and interesting facets such as the new Glyph Matrix, its transparent and alternative design already marks the house, and the peculiarities of its software, there is also a conversation that we have not been able to overlook: the price jump and what this means for the future of the brand.

Different, but not in price. When Carl Pei founded nothing in 2021his speech was crystalline: “We want to make exciting technology again.” This is a declaration of intentions and, in my opinion, quite successful, especially if we take into account the short – but intense – travel of the brand. The firm began to be based on a basis that surely you have also thought: the smartphones have become bored.

After the launch of his first terminal, Nothing made it clear that we do not have to go through the 1,000 euros ring to find an exciting phone to use and solid specifications (although signatures like Xiaomi have also reminded us of it excellently all these years). The Nothing Phone (1) arrived for 469 euros with a clear proposal: good technical file, differential design and accessible price. A rebel telephone that directly challenged the status Quo de Cupertino and the rest of the sector giants.

A fast climb. However, Nothing seems to be testing its users about their prices tolerance. The trajectory of its devices to date regarding the price says it all: the Phone (1) started in 469 euros positioning as a premium mid -range, the Phone (2) It rose to 649 euros, already entering high -end territory, and now the Phone (3) reaches 799 euros, practically at the most expensive flagship door on the market. In just three generations, Nothing has traveled 330 euros on the rise, a climb of 70% that places it to stone shot of an iPhone 15 or a Galaxy S24 (mobile phones of last generation, everything must be said).

OnePlus syndrome. The parallelism with the previous business adventure of Pei is inevitable. OnePlus began in 2013 with the motto “Never Settle” and a OnePlus One at 299 dollars that promised flagship specifications at the price of mid -range. Pete Lau and Carl Pei then sold the concept of “Flagship Killer”, the mobile that would wobble Samsung and Apple from below.

Seven years later, the OnePlus 9 Pro cost 909 euros, little less than a iPhone 12 Pro. The brand had completed its transformation: as an affordable disruptor to a premium player. Nothing seems to follow a similar road map, even with a higher climbing speed.

Range fragmentation also reproduces this strategy millimeter. OnePlus created the Nord series to maintain a medium -end presence while raising the prices of its main series. Nohing has done the same: Phone for the high range, Phone ‘A’ For the medium-high, and CMF For cheaper devices. This segmentation allows to maintain the narrative of “accessibility” while the original positioning is progressively abandoned.

The first and true flagship. Nohing justifies the price jump with undeniable technical improvements. The Phone (3) incorporates the Snapdragon 8s Gen 4, a completely redesigned cameras configuration, or the innovative Glyph Matrix with circular micro-read screen. It also maintains distinctive elements such as its transparent design and a software experience that effectively differs from the rest. For Nothing it is The first and true flagship.

The crossroads of identity. Nothing is at a turning point. He has demonstrated technical capacity to create competitive and visually distinctive products, but with his main range of devices he faces the risk of being trapped in anyone’s land: too much face to be the rebel alternative, too much niche to compete face to face with Apple and Samsung.

The market has already seen this film with OnePlus, which after years of innovation and price escalation, It ended up being absorbed by OPPO and losing much of his original identity. Having an already defined and consolidated strategy, Pei abandoned OnePlus with the desire to direct a more creative approach in Nothing. In fact, the devices that until now has launched the company are the clearest example of that yearning for wanting to flash in a predictable industry and with symptoms of continuity.

And now what. The market response to Phone (3) seems to be decisive for the future of Nothing. The firm maintains that it is its first and true flagship, with very complete specifications and a price that is still slightly below the proposals of the high range of Apple or Samsung. The success of this terminal can determine if the direction that Nothing has chosen has been the successful. Although well, everything must be said that It is not the only market in which you have set foot.

Cover image | Nothing

In Xataka | If the question is how good a European mobile can be, the answer is the Fairphone 6