Nothing’s brand chief is fed up of ‘boring and generic’ smartphone ads—he shares his marketing strategy for taking on Samsung and Apple

Nearly two decades after the first iPhone, most smartphones still follow Apple’s template. “Consumer tech’s becoming pretty boring,” says Charlie Smith, chief brand officer at Nothing, the London-based upstart which is aiming to break the mold. “Everyone just copied the success of Apple, which was about minimalism, aluminum, and glass. [Tech] really lost a lot of its personality.” In response, Smith is pursuing what he describes as a “retro futuristic” design approach. Many of Nothing’s smartphones and headphones feature transparent casings that leave some of the internal components exposed.

Source: Fortune Crypto