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Compared to other companies like Samsung, Apple, Motorola, Nokia, and so on, Carl Pei’s Nothing still is a baby. It’s only a few years old, yet the company already has a sub-brand. It’s called CMF by Nothing, and it’s going to center around selling more affordable products.
What is CMF by Nothing all about?
This is a pretty surprising move by Nothing. The company is only three years and two smartphones in. While we’re all familiar with the overall Nothing aesthetic, the company is still forming its own identity. However, in a new Nothing Community update, Carl Pei announced the new sub-brand.
This brand will launch cheaper devices under Nothing’s name. So, it will be similar to Redmi (owned by Xiaomi) or Honor (previously owned by Huawei). It will sell these cheaper devices using resources from Nothing. So, while they’ll be under its own name, we’ll still associate them with the Nothing brand.
These two brands will share different end goals, as you can imagine. Nothing will focus on pushing boundaries, innovative designs, and employing the latest technology in its products. This will maintain the vision set forth by Nothing since day one.
CMF by Nothing, on the other hand, will mainly focus on being more accessible to users- meaning they’ll be cheaper. They won’t have the more interesting designs we see, and will continue to see, in the Nothing devices. So, if the brand eventually develops a phone, we shouldn’t expect a Glyph interface. That’s to be expected, however.
What to expect from this brand
It’s a little odd that Carl Pei is talking about a sub-brand offering more affordable devices when all of their devices have already been pretty affordable. Even the Nothing Phone (2), which got a notable boost in price over its predecessor, undercuts most of the competition.
However, the company is going forward with this new brand, and we know about two of the products coming from it. Carl Pei said in the video that it’s working on bringing a smartwatch and a pair of earbuds. One thing to note about this is that he said that it will launch them later this year. Considering that the year is already halfway finished, there’s not much time to wait.
The fact that they’re going to launch later this year means that they’ve already been in production for a while. We’re just hearing about this brand today, but CMF by Nothing could have been in the cards for quite some time. Who knows if Carl Pei was thinking of launching a sub-brand from day one? Only time will tell how these devices will fare and if starting a sub-brand will help the company.