Nothing Phone 3 Is The Firm’s Boldest Move Against Apple And Samsung

The Nothing Phone 3 is set to launch in the United States, positioning itself against competitors such as the iPhone 16, Samsung Galaxy S25, and Google Pixel 9. Nothing’s founder and CEO, Carl Pei, refers to this release as the company’s “first true flagship smartphone.”

If you’re searching for an alternative smartphone this year, you will be able to purchase the Phone 3 through Amazon and the official Nothing website, according to a report by TechCrunch.

To enhance its appeal for North American consumers, Nothing has expanded its carrier support for the Phone 3, ensuring compatibility with both AT&T and T-Mobile networks right out of the box for 4G and 5G.

Past Nothing devices had limited support for US connectivity. Previously, except for the Nothing Phone 2, buyers had to enroll in the company’s beta program to obtain a device in America, which hindered aftercare support.

This time, however, Nothing is prioritizing the North American market as it has also partnered with Best Buy to offer its products in Canada.

“We have always stated that we are building for the long haul, and now we’re prepared to make significant strides in the US. The Phone 3 is more than just another product launch,” Pei emphasized. “It signifies our growth as a company.”

Who’s hungry?

Pei expressed that Nothing aims to disrupt established brands in the US market, stating, “This is the perfect product and the right time to start expanding in North America.”

“The smartphone landscape in the U.S. is primarily controlled by two major players, yet many consumers crave something different.”

The question of how many consumers are willing to consider a smartphone from a less mainstream brand remains to be answered. Still, Nothing’s unique design approach sets its products apart in a space dominated by generic designs, except for a handful with oversized camera modules.

Nothing isn’t holding back, a mentality characteristic of Pei, who has always been enthusiastic about launching new devices, dating back to his tenure at OnePlus with its ‘Never Settle’ philosophy and the ‘Flagship Killer’ branding.

I have no doubt that Pei’s ambitious attitude will draw customers toward the new device, especially with promises of using “premium materials” to create what he describes as the “first true flagship.”

However, the challenge remains whether this will be enough to entice Android and iPhone users to switch from their current devices, especially considering the Phone 3 is expected to retail near $1,000.

The hype cycle

Pei has previously teased a blurred version of the Phone 3 Nothing / Google

The master of building anticipation, Nothing has been gradually releasing hints and teasers leading up to the official unveiling on July 1, which will showcase not only the Nothing Phone 3 but also the debut of their first over-ear headphones, aptly named Headphones 1.

Details about the price, design glimpses, and the premium materials used in crafting the Phone 3 have all been released. We’ve been awaiting this flagship for two years, following the launch of the Nothing Phone 2 in 2023. Although we praised its design, display, performance, and camera quality in our review, it didn’t quite measure up to the highest standards.

With the Phone 3, Nothing seems poised to elevate its narrative to a premium level, setting the stage for a showdown with established giants like Apple, Samsung, and Google.

It’s inviting direct comparisons—a risky move—but if the Nothing Phone 3 succeeds in delivering on its promises, it could refresh the smartphone market in a much-needed way. Looking forward to July 1!