Carl Pei, the founder of Nothing, has once again taken aim at Apple with a bold and dramatic video. In this latest installment of his ongoing campaign against Apple, Pei declares war on the tech giant, aiming to steal their customers one by one. The video, posted to Instagram, is a clear attempt to position Nothing as an alternative to Apple, appealing to users who feel smartphones have become uninspiring and repetitive.
Pei's strategy is not new. Since founding Nothing, he has consistently positioned the company as an anti-Apple brand, criticizing Apple's lack of innovation and creative edge. In previous interviews, he has argued that Apple has lost its spark, and Nothing offers a fresh and different experience. Pei believes that Nothing can challenge Apple and Samsung by targeting younger users, particularly Gen Z, who may be seeking something beyond the offerings of the smartphone giants.
Despite the dramatic tone of the video, Nothing's actual performance has been impressive. According to Counterpoint Research, Nothing's shipments in India grew by 146% year over year in Q2 2025, making it one of the fastest-growing smartphone brands in the country. The company also posted strong growth in Q4 2025, with its CMF sub-brand being the fastest-growing smartphone sub-brand in India. However, Nothing remains a relatively small player in the global smartphone market, dominated by Apple, Samsung, Xiaomi, OPPO, and vivo.
To address this, Nothing has been expanding its retail presence in the US through partnerships with Best Buy. This move gives Nothing's products greater visibility in a market where challenging Apple's dominance is particularly challenging. While the video may be a bold statement, it remains to be seen if it will significantly impact Apple's customer base.
In my opinion, Pei's approach is a mix of bold marketing and a genuine desire to offer something different in the smartphone market. The video is a clear attempt to capture attention and create a buzz, but it also reflects a deeper understanding of the market and the need to stand out. Nothing's growth in India and its expansion into the US are tangible signs of its success, and it will be interesting to see if Pei's strategy continues to pay off in the highly competitive smartphone industry.
