Exclusive: How Nothing Plans To Make The Phone 2 A Big Success
© Provided by InverseWhen Nothing launches the Phone 2 this summer, the tech startup will march forward with a renewed sense of purpose: to rekindle the magic of OnePlus.
The original, scrappy, underdog OnePlus caught the phone industry off guard and won over tech enthusiasts worldwide. Not the new, corporate OnePlus, which critics have said has lost much of the soul that made it such a potent disruptor.
This should come as no surprise considering that Nothing co-founder and CEO, Carl Pei, also co-founded OnePlus before abruptly leaving the company in 2020. Inverse has exclusively learned that Nothing has made several key hires — former high-level OnePlus members who were instrumental in building the brand — ahead of the global release of Phone 2.
From hardware and software engineering to marketing, Nothing has been aggressively poaching talent from OnePlus to ensure the Phone 2 sticks the landing. "Seventy percent of the software team at Nothing are from OnePlus," a source familiar with the company's operations, who asked to remain anonymous, tells me. "Thirty percent of the hardware team is from OnePlus."
Who is the Phone 2 For?The messaging around Nothing's products has been all over the place ever since Pei announced its first product, the Ear 1 wireless earbuds with active noise-cancellation. With design led by Jesper Kouthoofd, the retro tastemaker at Teenage Engineering, Nothing's products quickly established the company as a design-focused brand. Transparent plastic with revealing circuitry promised consumers something fresh compared to the mass uniformity of, say, Apple products.
With each new product launch — Phone 1, Ear Stick, and Ear 2 — Nothing expanded its appeal to groups outside of the tech realm, courting fashion, art, and even the eco-conscious. At one point, Pei told me he wanted Nothing to cater to creative professionals; during the great NFT craze in early 2022, he talked about the potential to connect Nothing products with blockchains and Web3.
These non-tech spheres may have been good for building brand awareness, but nearly 2.5 years into its existence, the company is tightening its focus — for the Phone 2, at least. My source tells me Nothing is "targeting tech enthusiasts."
"The big focus is tech enthusiasts," they said. "That's pretty evident in a lot of the key hires, especially building up the software."
One of the yet-to-be-announced hires is former OnePlus Chief Marketing Officer Kyle Kiang, who I exclusively reported had left the company in 2021. As of January, Kiang has been working as Vice President of North America at Nothing. I'm told he's leading the global launch for Phone 2.
© Provided by InverseKiang is exactly the kind of guy you recruit if your products are going after tech enthusiasts. He's briefed me on almost every major OnePlus phone prior to his departure from OnePlus and it's clear he speaks geek. At launch events, I've seen fans bombard him for selfies — selfies with a CMO, a very rare sight. On and off stage, Kiang is just a tech enthusiast speaking to other tech enthusiasts. It's a perfect fit for the Phone 2 now that Nothing is getting down to business.
Kiang's previous accomplishments at OnePlus foretell the kind of big swings Nothing is planning to take for the Phone 2. He set up OnePlus' first wireless carrier partnership with T-Mobile, which put it on track to grow phone sales by 524 percent year-over-year in the U.S. By the end of 2021.
Targeting the Phone 2 at tech enthusiasts is the same play that Pei and Kiang used to help OnePlus break through in the saturated phone market. Tech enthusiasts are early adopters who are willing to take a risk on something new and different; they are brutally honest with feedback; their vocal fanaticism makes them free and effective marketing.
As OnePlus has taught everyone, chasing growth and scale comes at the expense of product design. Even Apple and Samsung are not immune to this; Apple's missteps with the Touch Bar and butterfly keyboards are legendary. Nobody can say for sure if Nothing will end up like OnePlus years down the road, but for now, I'm hearing that the company is aligned on taking risks and "not catering to the masses." Knowing Pei's philosophies on product design, leading a company, and engaging with tech enthusiasts, I'm sure he's being careful not to repeat the same mistakes that led to OnePlus becoming a shadow of itself. In a recent Ask Me Anything on Instagram, he said taking Nothing public was the lowest on his priority list.
More Customized SoftwareWhen I tried out the Phone 1 last year, I praised its eye-catching transparent design and entertaining (but functional) LED Glyph Interface, even though the shape was cribbed from the iPhone 12 series, and it had a mid-range Snapdragon chip and average cameras.
Hardware-wise, the Phone 1 did what it was supposed to: stand out. However, the software — a customized version of Android called Nothing OS — left a lot to be desired. A mostly stock Android experience with a few sprinkles of Nothing's custom dot matrix font, NDot, here and there, Nothing OS felt rushed. It was especially evident when using apps that did feel like they had been designed, like Recorder, which has a very Teenage Engineering-esque minimalist interface so clearly inspired by old tape players.
Pei has been forthcoming about software shortcomings on the Phone 1. In an interview this past January, he told me Nothing simply didn't have the engineering manpower to build Nothing OS from scratch so they had to outsource software development. He blamed the outsourced team "who don't really care about the success or failure of our company" for the half-baked job. I've independently confirmed with several sources familiar with the matter that Nothing has indeed greatly expanded its software team.
© Provided by InverseI'm told Nothing has tasked several ex-OnePlus software leads with designing Nothing OS to be distinct. Among the members leading software design are Shawn Liu, one of the lesser-known co-founders of Nothing who is head of mobile product development and led the development of OxygenOS and neat OnePlus features like Zen Mode and the software for the always-on display; Cookie Xu, head of software product, and who led the creation of Reading Mode, Expanded Screenshot, and the Alert Slider software on OxygenOS; and Sam Lee, head of mobile software.
From my understanding, the integration of software and teams between OnePlus and Oppo, its sibling tech brand, made it nearly impossible to create meaningful software features like Reading Mode and Zen Mode. Instead, priority was given to merging OnePlus' OxygenOS with Oppo's ColorOS until it barely resembled its near-stock Android experience.
Separately, I've seen several software mockups depicting a new take on the home screen. At this time, all I can say is that the UI appeared to break with the established grid layout. That was at the end of last year and I can't confirm whether or not what I saw will end up on Phone 2.
Finding Its Place © Provided by InverseHiring Kiang for the Phone 2 launch and scooping up ex-OnePlus engineering talent, and building out a whole new U.S. Marketing and PR wing shows how serious Nothing is about finding its place — and fast. Apparently, it thinks that place is unseating OnePlus.
The old OnePlus that captured the hearts of tech enthusiasts with "flagship killer" devices that undercut Apple and Samsung "is not really there anymore" said a source familiar with the matter. "[Nothing] is the OnePlus that people have been waiting for, but to the next level," they said.
As a tech reviewer and enthusiast who follows the consumer tech industry very closely, watching as companies rise and fall, it's hard to dispute the behind the scenes at both OnePlus and Nothing. While OnePlus phones, like the latest OnePlus 11, remain largely solid, I do feel they lack the je ne sais quoi that made people smash their phones to get one or buy tickets to a launch event. There's nothing wrong with OnePlus maturing and broadening its lineup to cover more price points, it's just more fun to root for a brand that not only makes cool products but feels like a movement, too.
Google Pixel 7A Review: The Best Pixel Phone For The Money
© Provided by CNET Google's Pixel 7A stands up to the Pixel 7. James Martin/CNETGood news, Pixel fans: the Pixel 7 just got $100 cheaper. Well, not really. But it might as well have. Even though Google still charges $599 for its flagship Pixel, it just launched the $499 (£449, AU$749) Pixel 7A -- which includes many of the same benefits at a lower price. (See our full Pixel 7A preorder guide for the current best deals, including a $50 gift card at Amazon, and a free case and headphones at the Google Store.)
Google announced the Pixel 7A at Google I/O, its annual developer conference where it typically introduces new products and updates to existing ones. Other than the Pixel 7A, which is available now, Google also debuted the Pixel Fold, a new Pixel Tablet and a slew of new AI-powered features for search and other services.
Clearly, Google took feedback on the Pixel 6A into account with its latest entry-level phone. The Pixel 7A gains a 90Hz screen for smoother graphics and scrolling, along with wireless charging and face unlock. Though those may not be must-haves for everyone, they're common features that the Pixel 6A lacked.
Otherwise, the Pixel 7A has the same Tensor G2 processor as the Pixel 7, a new 64-megapixel main camera and a 6.1-inch screen just like its predecessor. Since the Pixel 7A runs on Google's mobile processor, you can expect many of the same Pixel-specific features seen on other devices, like the phone app's Hold for Me setting, Google's Recorder app and the company's Real Tone photo processing tech, which is meant to render skin tones more realistically.
Taken together, these changes help bridge the gap between the Pixel 7A and the Pixel 7. At the same time, it can also make the buying decision more complicated if you're shopping for a new Pixel device.
Pixel 7A Review: A Step Forward for Google's Budget Phone
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Google Pixel 7A looks a lot like the Pixel 7Like the Pixel 6A, the Pixel 7A borrows design cues from its pricier predecessor. That includes the camera bar, which has a matte metallic finish that almost matches the one on the Pixel 7. The Pixel 7A's camera strip is slightly thinner than the Pixel 7's, marking one of the few noticeable physical differences between the two devices. The Pixel 7A is also available in different color options compared with the Pixel 7. You can pick up Google's cheaper phone in white, black, light blue or bright orange, while the Pixel 7 comes in white, light yellow or black.
© Provided by CNET The Pixel 7A has a camera bar that's similar to the Pixel 7's. James Martin/CNETThe Pixel 7A is attractive for a phone in this price range, much like the Pixel 6A. Part of me wonders if Google's approach to design with its A-series phones motivated Samsung to up its game, too. The Galaxy A54 5G, which costs $450 and is Samsung's direct competitor to the Pixel 7A, has a glossy finish that makes it feel more premium than last year's Galaxy A53 5G.
The Pixel 7A has a 6.1-inch screen; the same size as the Pixel 6A's and slightly smaller than the 6.3-inch screen on the Pixel 7. If you prefer smaller phones, you may find the Pixel 7A easier to use with one hand compared with the Pixel 7. I personally find 6.1 inches to be the right screen size for a phone, since it provides enough space to comfortably read and watch videos without feeling overwhelming to operate.
The biggest change Google made to the Pixel 7A's screen is its ability to switch the refresh rate between 60Hz and 90Hz depending on what's on the screen. With this setting turned on, navigating the operating system and scrolling through apps felt smooth and slick. Truthfully, I didn't always notice a huge difference compared with the Pixel 6A, which has a standard 60Hz screen.
But there were some cases when flipping through my Twitter feed felt noticeably speedy on the Pixel 7A. Regardless, it's great to see Google incorporating more premium features into its less expensive devices, especially as higher refresh rates are starting to become the norm.
It also helps Google stay more competitive with Samsung, which often trickles high-end features down to its own budget Galaxy phones. The Galaxy A54 5G can increase its refresh rate up to 120Hz, for example, similar to Samsung's high-end Galaxy S devices.
© Provided by CNET The Pixel 7A can increase its screen's refresh rate up to 90Hz. James Martin/CNETGoogle also says it bumped up the Pixel 7A's brightness, which would address one of my biggest complaints about the Pixel 6A. Unfortunately, I didn't notice much of a difference. Though I had no problem using the Pixel 7A at 50% brightness or lower indoors, I still had to crank it up to between 75% and 100% outdoors.
Both the Pixel 7A and Galaxy A54 5G are capable of reaching 1,000 nits of brightness at their maximum setting. However, even at lower settings, the Galaxy A54 5G's screen looked noticeably brighter alongside the Pixel 7A's.
Pixel 7A's camera takes great photos © Provided by CNET The Pixel 7A's camera is comparable to the Pixel 7's. James Martin/CNETThe Pixel 7A has an impressive camera that produced results similar to the Pixel 7's. The Pixel 7A has a 64-megapixel main camera and a 13-megapixel ultrawide camera, as shown below, both of which have a higher resolution than the Pixel 7's main and ultrawide camera.
Even though the Pixel 7A's main camera has more megapixels than the step-up model, Google says the Pixel 7's main camera is more light sensitive and, more importantly, has a larger sensor. But most of the time, I could barely tell the difference between photos taken on the Pixel 7A and the Pixel 7. There were some instances where the Pixel 7 captured more detail, but I had to zoom in on my monitor to tell. I even thought the Pixel 7A did a better job than the Pixel 7 at capturing a portrait of my husband near a window in a mix of indoor and outdoor lighting.
The Pixel 6A has a great camera that snaps crisp and colorful photos, especially for a phone under $400. However, I noticed the Pixel 7A sometimes exposed the subject better, as shown in the zoomed photo of a stop sign below and the photo of my husband. The Pixel 6A was also noticeably slower than the Pixel 7A when taking photos in Night Mode. (Since the Pixel 6A was slower, my cat moved midshot, as you can see below).
I generally prefer the Pixel 7A's camera over the Galaxy A54's, since Samsung's phone made colors look over exposed when shooting outdoors. But the Galaxy A54 5G performed well in a few of my tests, especially when shooting low-light photos. It also has a closer digital zoom than the Pixel 7A, Pixel 7 and Pixel 6A, though its photo came out grainier.
The Pixel 7A's 13-megapixel front camera can take a great selfie. During my testing against the Pixel 7, Pixel 6A and Galaxy A54, the 7A's selfie was my favorite because it had the right mix of detail, color accuracy and softening to make my face look flattering.
The Pixel 7A can shoot 4K video at up to 60 frames per second, just like the Pixel 7, and footage shot on the two phones looked very similar.
You also get many of the same camera shooting modes, backend tech and editing tricks found on the Pixel 7, such as Magic Eraser, Photo Unblur and Real Tone, which you can read more about in my Pixel 7 review. However, the Pixel 7A doesn't have the Pixel 7's Action Pan, which focuses sharply on a moving subject and blurs the background. But it does have Long Exposure mode, unlike the Pixel 6A, which has neither of those features.
The bottom line: Even though the Pixel 7 technically has a more advanced camera according to Google, the Pixel 7A's camera will be just fine for casual photographers. The Pixel 7A should be plenty adequate for the average phone user who primarily wants to take great photos of vacations, family gatherings and social occasions. Those who really want the best camera on a Pixel phone should opt for the Pixel 7 Pro, which has a dedicated telephoto lens and other extras.
Pixel 7A has solid battery life and gains wireless charging © Provided by CNET The Pixel 7A has decent battery life. James Martin/CNETThe Pixel 7A can get through a full day on a single charge, though battery life will always vary depending on the phone's settings and which apps you're using. My experience varied a little depending on my circumstances.
On a lighter day of use spent mostly at home, I used the Pixel 7A for basic tasks like checking email, playing games for 10 minutes, exporting a few videos and taking photos for roughly 20 minutes. I had 41% of my battery left after about 16 hours.
But on a busier day, when I commuted into the office, streamed music for about an hour during my subway ride and made a video call, the battery was down to 20% after about 13 hours of use. I tried to keep the brightness at 50% on both days, but there were times on both occasions when I set it higher while outdoors. During my testing, I also left the high refresh rate setting turned on and the always-on display option switched off -- both of those can impact battery performance.
I ran a 45-minute endurance test that consists of streaming video, making a video call, playing games, browsing social media, and general miscellaneous use to see how much those activities would drain the battery after a full charge. The Pixel 7A had 92% of its battery left after that test, which puts it on par with the Galaxy S23 (91%) but lower than the Pixel 7 (94%).
I also streamed a YouTube video to see how much doing so would drain the battery over the course of three hours. The Pixel 7A performed slightly better than the Pixel 7 on this test, though the results were close.
One major aspect new to the Pixel 7A is wireless charging. Though the ability to power up your phone by resting it on a compatible charger has been standard on many phones for years, it's typically missing from budget-minded devices. The Pixel 6A doesn't have wireless charging, for example, and neither does the Galaxy A54 5G.
The Pixel 7A's wireless charging speed is slower than the Pixel 7's (7.5 watts versus 12W on the Pixel 7 with a compatible qi-certified charger), and it took 30 minutes to charge from 37% to 47%.
Pixel 7A performance and other features © Provided by CNET The Pixel 7A runs on Google's Tensor G2 processor, like the Pixel 7. James Martin/CNETThe Pixel 7A runs on Google's Tensor G2 processor, which feels smooth and fluid when performing daily tasks, whether that's playing a mobile game, scrolling through apps or snapping photos.
Performance is rarely a concern on major smartphone releases from companies like Apple, Google, Samsung and OnePlus. But it's worth mentioning for a phone at this price, because cheaper phones can sometimes come with performance hiccups, as was the case when I reviewed the Galaxy A53 5G last year.
Everyday performance felt speedy, but I did notice that the Pixel 7A exported video a bit more slowly than Google's other Pixels and Samsung's Galaxy A54 5G. On average, it took about 22.5 seconds for the Pixel 7A to export a 30-second 4K video to 1080p in Adobe Premiere Rush, which is slower than the Pixel 6A (20.2 seconds), Pixel 7 (18.3 seconds) and Galaxy A54 5G (15.6 seconds).
Still, that Tensor G2 chip is more about the Pixel-specific features you get, rather than speed alone. Those include Google's Recorder app, Live Translate and Photo Unblur. Google's Pixel phones also have some handy phone-calling features, like Hold for Me, which allows Google to wait on the line in your stead. Tricks like these help set Pixel phones apart from other Android devices, though Samsung is trying to catch up by bringing more Galaxy-specific tricks to its own devices.
The Pixel 7A launches with Android 13 and will get three years of Android version updates and five years of security updates. That matches the Pixel 7 and 7 Pro, but it's still behind Samsung, which pledges four generations of Android OS updates and five years of security updates.
Pixel 7A, Pixel 7 or Pixel 6A: Which should you choose? © Provided by CNET The Pixel 7A makes a hard case for buying the Pixel 7. James Martin/CNETGiven all the similarities between the Pixel 7 and 7A, deciding between the two can be tricky. Google is keeping last year's Pixel 6A in the lineup for a newly discounted price of $349, making it a tempting choice for those on a budget.
My advice? After spending a few days with the Pixel 7A, I can't come up with a compelling reason to choose the Pixel 7 instead. The Pixel 7A has the same processor, a great main camera and the same amount of memory and storage. By adding wireless charging and a smoother screen to the Pixel 7A, Google fixed the two major features the Pixel 6A was missing.
The Pixel 6A still has plenty to offer at its new price, including a capable camera and Google's Pixel-specific software features. If you prefer to save money and don't mind sacrificing wireless charging, face unlock, and extra photo tools like long exposure mode, the Photo Unblur editing tool and faster night mode capture, then the Pixel 6A is still a worthwhile choice.
However, it's worth considering Google's software update cycle. Since the Pixel 7A launched later than the Pixel 7 and Pixel 6A, it'll get Android version updates for a longer period of time. That could be a good reason to choose the Pixel 7A over the 6A.
Pixel 7A overall thoughts © Provided by CNET The Pixel 7A feels like the best value in a Pixel device. James Martin/CNETThe Pixel 7A feels like the best value for Pixel fans right now. While you miss out on certain Pixel 7 extras, like battery share, the camera's Action Pan mode, a larger screen and slightly faster charging, none of those omissions feels like a deal-breaker. In my experience, camera performance is comparable between the two -- certainly enough to satisfy the average person.
With the Pixel 7A, it's clear Google is leaning into competitive pricing as a major part of its effort to bring more Android users into the world of Pixel. My only concern is that Google may be blurring the line a bit too much between its A-series Pixel and regular Pixel. Don't get me wrong, I'm glad Google brought most of the features I asked for to the Pixel 7A. It just means I'll be expecting more from the Pixel 8.
How we test phonesEvery phone tested by CNET's reviews team was actually used in the real world. We test a phone's features, play games and take photos. We examine the display to see if it's bright, sharp and vibrant. We analyze the design and build to see how it is to hold and whether it has an IP-rating for water resistance. We push the processor's performance to the extremes using both standardized benchmark tools like GeekBench and 3DMark, along with our own anecdotal observations navigating the interface, recording high-resolution videos and playing graphically intense games at high refresh rates.
All the cameras are tested in a variety of conditions from bright sunlight to dark indoor scenes. We try out special features like night mode and portrait mode and compare our findings against similarly priced competing phones. We also check out the battery life by using it daily as well as running a series of battery drain tests.
We take into account additional features like support for 5G, satellite connectivity, fingerprint and face sensors, stylus support, fast charging speeds, foldable displays among others that can be useful. And we of course balance all of this against the price to give you the verdict on whether that phone, whatever price it is, actually represents good value.
Everyone Wants A Foldable Phone, But Most Of Us Can't Afford One Yet
New Google Pixel features help visually impaired take selfies
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Chris Pantons is what you'd call a Google Pixel super fan. The Knoxville, Tennessee native loves the software, the camera, the virtual assistant, all of it. He even credits the phone's car crash detection tool with saving his life a few years ago when he was in an accident.
"I've owned practically every Pixel device," said Pantons, 33, who has posted hundreds of YouTube videos about Pixel phones and other tech products. "I've influenced so much of my family to switch to Pixel – my brother and sister-in-law, mom and wife … and I had a coworker switch, too."
But this is the first year he won't be upgrading to Pixel's latest offering: the Pixel Fold, a foldable smartphone that starts at $1,799. "I'd love to own it," he told CNN. "I don't have the finances to do so. … [That] price for a first generation device is astronomical."
Earlier this month, Google became the latest tech company to unveil a foldable smartphone, with the promise of giving customers all the features they've come to expect in a phone, paired with a tablet-sized display. But Pantons wasn't the only one who felt sticker shock.
"My first car was $1800," one user wrote on Twitter. "Google [lost] their minds." Another user said they've been saving up, knowing the price for a Pixel foldable phone would inevitably be high once announced.
"The fact you can buy a new Pixel, Pixel tablet and a Pixel Watch for less than the Fold and have various devices for use cases is a better value," said Pantons.
The pricing problem isn't unique to Google. When Samsung launched the Galaxy Z Fold in 2020, it cost $1,999. It has come down in price somewhat, but the latest version of the Z Fold still starts at $1,799 – the same as the Pixel Fold. Even foldable models from budget brands retail for well over $1,000 in markets abroad.
By comparison, the flagship iPhone starts at $799, less than half the price of the Pixel Fold. And classic 90s-style pre-paid flip phones, which are suddenly trendy again, can cost as little as $20.
The higher price point is one of the factors limiting the size of the foldable market. Samsung currently dominates the category, followed by others including Motorola, Lenovo, Oppo, and Huawei. According to ABI Research, foldable and flexible displays made up about 0.7% of the smartphone market in 2021, and in 2022 expected to fall just shy of 2%.
Lowering the price could help boost traction, but manufacturers may struggle to do that anytime soon.
Premium partsThe flexible screen found on foldable phones is one of the biggest reasons why they cost so much.
Flexible displays require more engineering and are more expensive to manufacture than traditional displays. And the Google Pixel Fold has two: a 5.8-inch cover display and a 7.6-inch inner display.
© Provided by CNN The new Google Pixel Fold phone - Justin Sullivan/Getty Images
Other components unique to foldables also drive up the cost. The Pixel Fold, for example, moves on a custom-built 180-degree hinge. The mechanism is moved out entirely from under the display to improve its dust resistance and decrease the device's overall thickness, according to the company. This also requires complex engineering and costly manufacturing.
"Expense is mainly to do with the high costs of components, notably the folding displays and hinge technology, which in many cases is a proprietary hinge design," said David McQueen, research director at ABI Research. "So until volume grows enough that vendors can get scale, prices won't be falling any time soon."
A niche productFoldable smartphones are still in their infancy. As a result, much of the research and development, and the costs associated with it, still lie ahead for manufacturers as they fine tune their products.
"Companies often try to recoup their investment with a high price tag," said Nabila Popal, research director at market research firm IDC.
Foldable phones also remain a niche product for now, and manufacturers are targeting the price for the people willing to buy them early to help offset costs.
An uncertain futureThe future for foldables remains uncertain. Most apps are still not optimized for foldable devices; Google's chief rival, Apple, has yet to embrace the option; and splurging for a first-generation device with a lot of unknowns is a risky bet for anyone.
Foldable phones are also notoriously fragile. Early versions of the Samsung Galaxy Z Fold, for example, had issues with the screen. Repairs for foldable smartphones can be costly too.
But Google's decision to embrace the option may help persuade more consumers to take a chance.
Sean Milfort, a PhD student at Northcentral University, said he pre-ordered the Pixel Fold because he always wanted a foldable smartphone and didn't want to leave the Pixel brand.
"I'm a big fan of the Pixel line and have loved the idea of a foldable," he said. "The fact that it is coming from Google – because they make Android – gives me hope that they will be really investing in that larger form factor device with Android."
But holdouts like Pantons may wait on the chance it could come down in price.
"If a trade-in deal later on becomes available or it goes on sale then maybe then [I'll buy one]," he said.
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