Carl Pei’s Nothing plans to launch smartphone in US to tackle iPhone

Carl Pei’s Nothing plans to launch smartphone in US to tackle iPhone

The Nothing Cellphone (1).


U.Ok.-based client tech firm Nothing is setting its sights on the U.S., with ambitions of taking up Apple’s iPhone.

The startup, the {hardware} enterprise of Carl Pei — co-founder of Chinese language cell phone maker OnePlus — is in early conversations with American carriers about launching a brand new smartphone within the U.S., Pei advised CNBC, with out naming any of the carriers.

In July, Nothing launched Cellphone (1), a mid-range system with a design, worth and specs much like Apple’s entry-level iPhone SE.

The corporate, which is backed by iPod creator Tony Fadell and Alphabet’s VC arm GV, has solely launched its smartphone in Europe, the Center East and Asia to this point — not the U.S. or Canada.

“The rationale why we did not launch within the U.S. is since you want a whole lot of extra technical help, to help all of the carriers and their distinctive customizations that they should make on high of Android,” Pei defined in an interview with CNBC. “We felt that we weren’t prepared earlier than.”

“Now we’re in discussions with some carriers within the U.S. to probably launch a future product there,” mentioned the Chinese language-Swedish entrepreneur.

The likes of Apple and Samsung have already got established relationships with massive U.S. carriers, making it more durable for smaller companies to compete.

However a 3rd of the gross sales of its just lately launched Ear (stick) headphones at present come from the U.S., Pei added.

“It is undoubtedly a market the place there’s already a whole lot of curiosity for our merchandise. And if we launch our smartphones there, I am certain we might receive important development,” he mentioned.

The corporate expects its revenues to leap greater than tenfold in 2022 — from about $20 million in 2021 to an estimated $250 million this yr, based on figures shared with CNBC solely. It has additionally greater than doubled its workers to greater than 400. Nonetheless, the agency remains to be shedding cash.

“The aim is to be worthwhile in 2024,” Pei mentioned. “We’re not worthwhile proper now. And this yr was made even more durable as a result of overseas foreign money change. We pay a whole lot of our COGS [cost of goods sold] in USD however we make cash in kilos, in euros, in Indian rupees — so every little thing devalued towards the USD.”

The U.S. greenback has rallied this yr; the greenback index — which measures the dollar towards a basket of main currencies — is up over 8.5% year-to-date.

Taking up Apple

Pei needs to problem Apple’s iPhone within the U.S. But it surely’s a steep hill to climb.

“There is a problem with Android the place iOS is simply turning into an increasing number of dominant. They’ve very sturdy lock-in with iMessage, with AirDrop, particularly amongst Gen Z. In order that’s a rising concern for me,” he mentioned.

“There could be a time the place Apple is like 80% of the general market and that simply doesn’t depart sufficient area for Android-based producers to maintain enjoying,” he mentioned.

Apple’s lively put in base, which takes under consideration individuals who purchased telephones second-hand, surpassed 50% within the U.S. within the second quarter, surpassing Android, based on information from Counterpoint Analysis.

Apple was not instantly obtainable for remark when contacted by CNBC.

Pei says he sympathized with Elon Musk, who as Twitter’s new CEO has put stress on Apple over its App Retailer restrictions and 30% charge imposed on in-app purchases.

He added that, in a few years’ time, Nothing could should “have a severe take into consideration this drawback and the way we deal with it.”

“It should create a ceiling to our development,” Pei mentioned.

David vs. Goliath

Pei mentioned his agency has confronted a plethora of challenges in bringing its merchandise to market. One of many main setbacks it confronted was when it approached Foxconn, Apple’s largest iPhone provider, to fabricate its telephones.

Based on Pei, Foxconn refused to do enterprise with Nothing, citing previous failures within the smartphone trade.

“Each startup producer has labored with Foxconn,” Pei mentioned. “However when it was our flip, they mentioned no as a result of each startup that labored with them failed. And each time a startup failed, Foxconn misplaced cash on it, they weren’t in a position to recoup their prices.”

Foxconn was not instantly obtainable for remark when contacted by CNBC.

Carl Pei’s Nothing plans to launch smartphone in US to tackle iPhone

Covid restrictions across the globe additionally introduced a major hurdle for the corporate. In India, the place Nothing produces its telephones, the corporate was unable to fly out engineers as a result of journey restrictions, with Pei saying the corporate needed to handle its manufacturing unit on the bottom remotely.

“We actually needed to hustle to create this,” he mentioned of Nothing’s smartphone.

In Shenzhen, China, the place officers have imposed strict lockdowns, Nothing’s engineers needed to talk about part designs and mechanics throughout mandated 45-minute intervals when it was acceptable for individuals to go exterior to purchase groceries.

Nothing has offered over 1 million merchandise up to now globally, with its Ear (1) and Ear (stick) earbuds promoting 600,000 models and the Cellphone (1) reaching 500,000 shipments.

Nonetheless, the startup is a tiny participant, and it faces a bleak financial outlook the place individuals are being pressured to restrict their spending drastically.

In Europe, smartphone shipments sank 16% within the third quarter year-over-year, per Counterpoint Analysis information — though they have been up barely from the earlier quarter on the again of the iPhone 14’s sturdy launch.

Samsung is Europe’s largest smartphone maker with 35% market share, adopted by China’s Xiaomi’s 23% and Apple’s 21%.