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Nothing brand chief touts 'retro futuristic' marketing against Samsung, Apple

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Nothing chief brand officer Charlie Smith says the company is rejecting formulaic smartphone marketing, built on glossy renders and spec sheets, in favor of a "retro futuristic" design approach and community-driven campaigns as it competes with Samsung and Apple. The strategy relies on funding local creator projects, such as the $10,000 Club Nothing Fund, rather than matching rivals' ad budgets. 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, was valued at $1.3 billion after a $200 million Series C in 2025.

AI-generated from reports · 54 minutes agoUpdate

Latest updatesOct 20 16:49
Nothing Brand Chief on Taking On Samsung and Apple With 'Retro Futuristic' Marketing

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Oct 20
  1. Fortune Term Sheet
    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.

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