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Nothing Founder Carl Pei Says He’s Coming for Apple’s Customers, One iPhone User at a Time

Nothing Founder Carl Pei Says He’s Coming for Apple’s Customers, One iPhone User at a Time

Pei's statement aligns with Nothing's marketing efforts and branding of its ecosystem, which have frequently contrasted with those of Apple’s.

Written by Shaurya Tomer, Edited by David Delima | Updated: 18 June 2026 12:48 IST

Nothing Founder Carl Pei Says He’s Coming for Apple’s Customers, One iPhone User at a Time

Photo Credit: Facebook/ Carl Pei

Pei has repeatedly emphasised that the smartphone industry has become stagnated

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Highlights

Nothing aims to challenge Apple's ecosystem with its products
CEO Carl Pei previously argued that Apple lacks creative innovation
The company aims to target Gen Z to gain market share

Nothing has declared itself a rival to established smartphone brands, especially Apple, time and again. In recent years, co-founder and CEO Carl Pei has stated that the company aims to build a compelling ecosystem, one that can rival Apple's tightly integrated hardware. The executive has once again taken aim at the Cupertino-based tech giant through a video posted on the company's social media handle, declaring the intention to win over iPhone users.

Nothing Aims to Win Over iPhone Users

In a recent video shared on Instagram, Carl Pei delivered a message aimed at the California-based iPhone maker. "My name is Carl. I make phones in London. I'm gonna steal your customers. One bored iPhone user at a time," he said in the 18-second clip.

View this post on Instagram

A post shared by Carl Pei (@getpeid)

While the tone of the video appears to be intentionally dramatic, the statement closely aligns with the broader narrative Pei has been pushing since the foundation of Nothing back in 2020. The London-based brand's marketing efforts and branding of its ecosystem frequently contrast with those of Apple's.

Pei has repeatedly emphasised that innovation in the smartphone industry has stagnated, particularly among larger original equipment manufacturers (OEMs). In a previous interview with Wired, the Nothing CEO said that Apple's early products, including the original iPhone and iPod, inspired him to enter the technology industry.

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"But now, companies that used to be creative have just become big corporate machines. They're not really exciting for the younger generation anymore,” Pei added.

The Nothing CEO has also criticised Apple's AI efforts. Referring to the Cupertino-based tech giant's Apple Intelligence platform, Pei claimed that Apple had generated significant hype without delivering transformative features.

However, this is not the first time that Nothing has publicly taken aim at Apple. In February, the company announced a launch event scheduled immediately after Apple's own event. What's more interesting is that the teaser for the launch event featured what appeared to be Apple's minimalist invitation design overlaid with graffiti-style Nothing branding and a revised launch date.

In previous interviews, Pei has also emphasised that Gen Z users represent Nothing's biggest opportunity to challenge larger rivals such as Apple and Samsung. The company claims its USPs, such as the transparent design, custom software UI, and playful marketing campaigns, have helped it stand out in an increasingly crowded smartphone market.

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Further reading: Carl Pei, Nothing, Apple

Shaurya Tomer

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Shaurya Tomer is a Sub Editor at Gadgets 360 with 2 years of experience across a diverse spectrum of topics. With a particular focus on smartphones, gadgets and the ever-evolving landscape of artificial intelligence (AI), he often likes to explore the industry's intricacies and innovations – whether dissecting the latest smartphone release or exploring the ethical implications of AI advancements. In his free time, he often embarks on impromptu road trips to unwind, recharge, and ...More