Nothing’s PR machine is back, this time releasing a new video outlining the design and manufacturing process. While the use of recycled aluminum materials is interesting, the juiciest treat comes to an end as it is revealed that the Nothing (1) phone will initially be sold by invitation only.
The video is about an invitation system that will allow Nothing to sell its products faster and also get them into the hands of the most deserving. No co-founder and CEO Carl Pei should be overly familiar with this strategy, as it’s the exact same method used at his former company, OnePlus. The number of invites will be limited at first and will increase as the number of productions also increases.
The Nothing team explains that, being small, the company does not have the capacity to produce only millions of units with the intention of selling. Pei states that Nothing had two options: wait and accumulate amounts or sell the phone (1) when it goes off the line. The team chose to go with the latter. Pei also cited the ear’s launch (1) as a wake-up call, saying the company was only able to sell the accessory once a week and that it would sell out immediately. The team didn’t want history to repeat itself and decided to rely on an invite system for the phone’s next release.
Nothing seems to really want to put the phone in the hands of early followers. But judging by its actions, it also wants to get the first 100 phones into the hands of the highest bidder. Until now, the company has focused on sharing the phone’s most important aesthetic features, like the custom LEDs on the back, known as the Glyph Interface. While the handset looks quite different compared to its competitors, it all comes down to how well the phone performs and the price. The Nothing (1) phone is expected to launch on July 12th.