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The latest publicity stunt by Nothing involves its founder and CEO, Carl Pei, releasing a video on his Instagram profile. In the video, he addresses Apple, warning the Cupertino company that Nothing is going to steal its customers, “one bored iPhone user at a time”. And that’s it. Does Tim Cook even know that Nothing exists? Does his successor? Probably not.
Smaller companies do sometimes pull such stunts, name dropping much bigger competitors, in order to have people watching create an unconscious association between the two brands. The idea is to have you think that Nothing is really competing with Apple on the same level and can actually steal its ‘bored iPhone users’. Maybe you are an iPhone user – now you’re wondering whether you’re bored. And since you’re wondering about it, maybe you are? Maybe you should buy a Nothing phone? Probably not, though.
We’d be very interested to see Carl Pei release some sort of proof about how this went for his company, in, say, a year’s time. How many of Nothing’s customers were actually switching from an iPhone, that sort of thing. But that probably won’t happen either. So in the end, what was even the purpose of this video? Let us know what you think in the comments.
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