Nothing is sharpening its challenge to Apple with a message that is as direct as it is calculated. In a short Instagram video, Carl Pei said he wants to win over Apple customers “one bored iPhone user at a time.”
The line captures the company’s strategy in a single sentence. Nothing is not trying to hide its rivalry with Apple; it is using that comparison to define its place in the smartphone market.
A deliberate shot at the iPhone audience
Pei’s clip lasts only 18 seconds, but it leaves little room for ambiguity. He introduces himself with the line, “My name is Carl. I make phones in London.”
He ends with the blunt statement, “I’m gonna steal your customers.” The phrasing is theatrical, but it matches the company’s long-running effort to position itself as a credible alternative for smartphone buyers who want something different.
Nothing’s rivalry with Apple is part of the brand
For Nothing, this is not just a one-off marketing stunt. The London-based company has repeatedly framed itself as a challenger to major smartphone makers, especially Apple.
Pei has spent years talking about the ambition to build an ecosystem that feels appealing and cohesive. That goal mirrors the tight hardware integration that has helped Apple stay dominant for so long.
Nothing has also built its identity around contrast. Its marketing, design language, and ecosystem messaging are often presented as an alternative to Apple’s more established formula.
Why Pei keeps pressing the point
Pei has long argued that innovation in smartphones has slowed. He has directed that criticism at large manufacturers that, in his view, no longer produce the kind of excitement they once did.
In a previous interview with Wired, he said products such as the original iPhone and iPod inspired him to enter technology. He also said companies that were once creative have become large corporate machines.
That shift, in his view, has made many big brands less appealing to younger buyers. Nothing sees an opening there, especially among people who feel that the smartphone category has become repetitive.
Apple intelligence also drew criticism
Pei’s latest jab follows earlier criticism of Apple Intelligence. He said Apple succeeded in generating hype, but had not yet delivered features that felt truly transformative.
That criticism reinforces Nothing’s broader message. The company is presenting itself as a brand willing to question the biggest names rather than simply admire them.
Gen Z remains a key target
Pei has also said that Gen Z is one of Nothing’s biggest opportunities in its push against Apple and Samsung. The group is seen as more open to newer brands with a stronger identity.
Nothing says its transparent designs, customizable software, and playful marketing help it stand out in a crowded market. The company has leaned into that difference rather than trying to look like its larger rivals.
That approach is aimed at users who want a smartphone brand with personality. The message about “stealing” Apple customers is therefore less about shock value than about reinforcing a clear market position.
Public provocation, business strategy
Nothing has also shown that it is comfortable turning direct comparisons into campaign material. In February, the company announced a launch event scheduled immediately after Apple’s event.
The teaser used a minimalist design that echoed Apple’s invitation style, then added Nothing’s graffiti-like branding and a revised launch date. It was another sign that the company prefers confrontation to quiet distance.
For Carl Pei, Apple is not just a competitor but a symbol of what Nothing wants to disrupt. The latest video suggests that the company plans to keep using that rivalry to reach users who are looking for a phone brand that feels less predictable.