Nothing Brand Chief on Taking On Samsung and Apple With 'Retro Futuristic' Marketing

Nothing chief brand officer Charlie Smith is rejecting formulaic smartphone marketing built on glossy renders and spec sheets in favor of "retro futuristic" design and community-driven campaigns. Global smartphone shipments fell 20% in Q3 2026, the weakest third quarter since 2012, while Samsung's share rose from 19% to 23% and Apple's from 18% to 22%. Nothing, founded by OnePlus co-founder Carl Pei and valued at $1.3 billion after a $200 million Series C in 2025, funds local creator projects like the $10,000 Club Nothing Fund instead of matching rivals' ad budgets.