A young tech outfit called Nothing is trying to make a name for itself in the smartphone industry, despite the dominance of giants like Apple and Samsung.
It’s Thursday morning on Soho’s Peter Street and the hypebeasts have returned to their pen, cordoned outside the Supreme store by traffic cones and hazard tape. ‘Drop Day’ is a big deal in this thin corridor of London’s West End, where queues of streetwear heads congregate on a weekly basis to clear out the brand’s new stock. Next door, two shop assistants stare out of the glassy façade of a clean white cube at the line of teenagers tetchily swiping at their iPhones.
The pair behind the pane work for Nothing, a young tech outfit that moved in at the tail-end of last year, hoping to capture the street’s clout and attention. Basically, to make Nothing something worth waiting for. It seems like a bad idea – or at least a misguided one – to create a smartphone company from scratch. The western world practically orbits around Apple at this point. More than two billion handsets sold since 2007, an empire out of Cupertino. The rest of the titanium pie is carved up by Samsung, Google, Oppo and Huawei. LG and HTC crumbled, even the might of Amazon (RIP Fire) barely made a den
Tech Startup Smartphone Nothing Apple Samsung
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