Nothing’s first product? A whole lot of design bullshit


In case you missed it, Nothing has announced its debut product. You might think it’s the real wireless earpiece in the header image, but you’re wrong: Nothing’s first product is a bunch of design crap.

Nothing is the new company of Carl Pei, the co-founder of OnePlus. So far, details on exactly what society is going to have been sparse. We know he’ll be focusing on gadgets, we know he owns the Essential smartphone brand, and we know he’s set to release a pair of true wireless earbuds later this year.

Aside from that? Not a lot.

Now, you’d be sorry to think the image below is the first product from Nothing, the aforementioned true wireless headphones …

… But you would be wrong. How can you?

Instead, the image is simply something called Concept 1, “an early expression of [Nothing’s] design principles. ”In other words, this is an image of something that doesn’t actually exist and that you will never get a chance to use. Oh joy of joys.

By really doubling down on the idea that Nothing’s first product should be design bullshit, we were also given three principles that Concept 1 and future products will embody: [weightlessness], [effortlessness], and [timelessness].

I have to be honest, it blew my little mind into a billion shards of wonder. I’m still shaking. Why haven’t other companies tried to make products that are beautiful, light and easy to use? Right now I’m betting Tim Cook slaps himself brutally.

Let’s try to bring some balance. I’m really excited to see what Nothing will do, but this approach is a bloated bag of bullshit.

Basically, there is no need for Concept 1. The real thing will happen in a few months and what have we learned about it? That the headphones will be transparent? Will they look like headphones? Will they have the company name on it?

Still, we’ve learned something: Nothing’s first product is design bullshit. This is what we got in place of any actual ad.

But, at the end of the day, we wrote about it. So who are the real suckers?

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Published March 10, 2021 – 09:33 UTC


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