The Nothing Phone (3): A Pricey Leap Forward
The Nothing Phone (3) is turning heads with a departure price starting at 799 euros , marking a significant increase from its predecessor, the Nothing Phone (1) , which launched in 2022 for just 469 euros . Our correspondent Ricardo Aguilar recently got hands-on experience with this device in London, where he was impressed by its unique features, including the innovative Glyph Matrix and the brand’s signature transparent design. However, the notable jump in price raises questions about the brand’s future direction.
Redefining Excitement in Technology
Founded by Carl Pei in 2021 , Nothing aims to revitalize the tech landscape by providing exciting and distinctive products. Pei’s mission was clearly articulated: “We want to do exciting technology again.” Given the brand’s short but impactful history, this sentiment resonates strongly. With smartphones increasingly becoming mundane, Nothing’s approach stood out as a refreshing alternative.
When the Nothing Phone (1) debuted with a price tag of 469 euros , it presented a compelling argument against the notion that high-quality smartphones must always cost over 1,000 euros . Although brands like Xiaomi have demonstrated the viability of affordable yet powerful smartphones, Nothing took a rebel stance against industry giants like Apple and Samsung with its distinctive design and competitive specifications. The Phone (1) emphasized an accessible entry into the world of sub-premium smartphones.
<img alt="The Nothing Phone (3) features an innovative design that sets it apart from traditional smartphones." width="375" height="142" src="https://i.blogs.es/38d0cd/original/375_142.jpeg"/>The Price Climb: Where Will It End?
Nothing’s strategy appears to be testing consumer willingness to absorb higher prices. Observing the trajectory of its devices reveals a telling trend: the Nothing Phone (1) was priced at 469 euros , while the Phone (2) jumped to 649 euros , and now the Phone (3) reaches the high-end price bracket at 799 euros . This 70% rise over three generations puts Nothing dangerously close to the flagship pricing of Apple and Samsung’s latest devices, such as the iPhone 15 and Galaxy S24 .
Is Nothing the New OnePlus?
The comparison to OnePlus is nearly unavoidable. Pei’s previous venture launched the OnePlus One in 2013 at just 299 dollars , similarly positioning itself as a “Flagship Killer.” Seven years later, the OnePlus 9 Pro commanded 909 euros , effectively making its way into the premium category.
In parallel, Nothing’s growing device lineup mirrors this transition. Just as OnePlus established the Nord series to maintain a mid-range presence, Nothing is carving its path with the Phone series for high-end consumers, a future Phone ‘A’ for the medium-high market, and the CMF brand for budget-conscious buyers. This strategy maintains the narrative of accessibility while seemingly abandoning its rebellious roots.
A Flagship with Significant Upgrades
Nothing defends this price escalation by introducing substantial upgrades. The Phone (3) is powered by the Snapdragon 8 Gen 4 chipset and features a redesigned camera configuration, along with the innovative Glyph Matrix , which includes a circular micro-LED display. The phone retains its characteristic transparency and offers a software experience that diverges from the mainstream, positioning the Phone (3) as “the first true flagship” for the brand.
At a Crossroads of Innovation and Identity
However, Nothing is currently at a crucial crossroads. While it has proven its capability to produce competitive and visually striking devices, it risks losing its identity. With each price increase, the brand may stray from its original mission, becoming “too premium” to be seen as an alternative to Apple and Samsung, while also being “too niche” to successfully compete at that level.
<img alt="The evolution of smartphones shows a rise in prices and specifications over time." width="375" height="142" src="https://i.blogs.es/3951f5/1366_2000/375_142.jpeg"/>History has shown that brands can lose their original identity when they focus too heavily on premium offerings. With the risk of becoming just another high-end player, Pei’s vision of a creative, bold brand may be in jeopardy.
What Lies Ahead for Nothing?
The market’s response to the Nothing Phone (3) could define the future trajectory of the brand. It’s positioned just below the highest-end offerings from its competitors, making the stakes particularly high. The success or failure of this model could prove to be pivotal in determining whether Nothing’s current direction will yield the anticipated outcomes. With the smartphone market embracing various alternatives, the challenge remains: can Nothing retain its distinctiveness while rising in the ranks?
In many ways, the fate of Nothing may serve as a microcosm of the industry itself—a quest for uniqueness in a sea of sameness. It will be exciting to see if they can navigate these turbulent waters and stand apart through innovation and spirit.
Cover image | Nothing
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