Nothing is the name of a new tech start-up from OnePlus co-founder Carl Pei. It wasn’t clear what Nothing would do until Tuesday, when the company announced a few more details about its first product. But it still doesn’t look like much, as Pei’s new company isn’t quite ready to reveal anything other than a future announcement for what will likely be another entry into the already crowded category of AirPods competitors.
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AirPods have been one of Apple’s most popular products in recent years. When the iPhone maker removed the headphone jack from the iPhone 7 in 2016, it offered buyers three solutions. The iPhone 7 comes with a 3.5mm to Lightning adapter so the user can still plug older headphones into the new iPhone. The iPhone also comes with free Lightning EarPods. Finally, Apple announced the AirPods which brought wireless audio experience to the iPhone. Many of Apple’s rivals criticized the headphone jack decision, but they ultimately copied Apple’s moves. Most flagships these days don’t have 3.5mm connectors, and most iPhone manufacturers have their own AirPod-like devices.
Pei’s Nothing does not make its own phone, or anything else for that matter. The company recently showcased a wireless headphone design, and now we know that its first product will be a pair of wireless headphones.
There was nothing to announce the Ear 1 product on Tuesday, which heralded a launch in June. We also got the teaser image below, which teases AirPod-like equivalents with a longer shaft. The original design of the AirPods has come under criticism due to this longer shaft, and the third-generation AirPods are expected to feature a smaller shaft like the AirPods Pro.
The Nothing Ear 1 design teaser was revealed ahead of the June launch. Image source: Nothing
Pei isn’t ready to reveal anything concrete about the device, showing he has mastered the art of teasing a new product in his OnePlus days.
“Design is still top secret, but what we can tell you is that Ear 1 combines hints of transparency, iconic shape and refined functionality,” he wrote in a blog post. “It is the starting point that will define the art, the confidence and the know-how that will carry our products and services for years to come.”
The purpose of this Ear 1 soft-launch is to make the world of Ear 1 talk. It’s the mystery that makes it so interesting right now. There is no other reason for the design of Ear 1 to be top-secret other than to create anticipation for a product from a company with no history or proven expertise in manufacturing anything.
It seems clear from how Pei describes the product that the Ear 1 design has been finalized for a long time. “Everything that is Ear 1 is there with a purpose. Everything you see and everything you don’t see, ”he wrote. “Even the name.”
“Reflecting the clean aesthetic of the product, the name Ear 1 echoes our raw ambition: to let things be what they are,” Pei continues. “We’re not trying to dress her up with a fancy name. We don’t want to debate these names either. We let Ear 1 speak for itself.
But make no mistake, the names chosen are intentional and part of the same smart marketing page. A company called Nothing is something people will remember. This name choice should be followed by something unexpectedly simple, like Ear 1.
The former OnePlus executive explained that Nothing chose wireless headphones as their first product because the market “craved differentiation, a space where we can elevate design and deliver value from day one.” The success of Ear 1 could then allow the company to enter new product categories.
Hopefully when the marketing smoke wears off, the Ear 1 headphones will be as good as Pei will make them sound. Until then, there is really nothing to see here.
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Chris Smith started writing about gadgets as a hobby, and before he knew it he was sharing his take on tech with readers around the world. Whenever he doesn’t write about gadgets, he miserably fails to walk away from them, although he desperately tries. But that’s not necessarily a bad thing.
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