Nothing Goes All “Jony Ive Apple” With Its Latest Phone (2) Preview

Nothing has recently revealed a preview of the Phone (2), that, at first glance might seem a bit familiar, and for good reason.

Take a look at this preview uploaded to their channel titled “Meet Phone (2)“

You can clearly see how the thumbnail alone gives off an Apple-esque vibe. The production, voiceover, and white backgrounds all remind us of someone: Jony Ive, Apple’s Chief Design Officer for over two decades. He shaped some of the company’s most iconic launches, such as iOS 7 and the iPhone 5.

The music in both ads is also similar. It is calming and soothing to the point that it draws attention to the product and creates a strong mental image of it, a positive one too.

Does this Mean Nothing’s Copying Apple?

Well, does that need any further clarification even after looking at the phone itself?

But, in all seriousness, Nothing CEO Carl Pei has actually admitted that he draws inspiration from Apple, and there is no shame in that. After all, Apple is the most successful smartphone company in the world, and there is no shame in trying to emulate their success. In fact, many companies have been successful by copying Apple’s design language…

There is no hiding from the fact that Nothing is trying to position itself as the “Apple of the Android world.” The company’s marketing and design is deliberately made to evoke the Apple aesthetic.

While this may not be to everyone’s taste, it is clear that Nothing is trying to create a premium brand image within the Android world, something that other manufacturers have found hard to do. There’s always a trade-off, always.