Nothing Phone (1) hype is all too familiar

I’m not buying the Nothing phone hype, and neither should you. I’ve been to the circus, I’ve seen the lions and jugglers, and after 20 years covering phones, I know how this works. The Nothing pitch is a hype engine designed to generate investment. It has as much chance of upending Samsung and Apple as I have of running a 4-minute mile.

To Nothing founder Carl Pei’s credit, he knows how to build hype. In tweets and Wednesday’s detail-light presentation he promised a device, the Nothing Phone (1), unlike anything you’ve ever seen, and unlike anything else.

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