The new company from Carl Pei Nothing has nothing to show, although the constant (and frankly quite annoying) marketing drop in the run-up to the launch of its first product has just spat out a new treat. Nothing’s first product will be an active noise-canceling earphone called the Ear (1), which will cost $ 99 when it launches on July 27th.
Pei confirmed too TechCrunch in a recent interview that the price of Ear (1) would be numerically the same in a handful of currencies and markets – $ 99 in the US, 99 Eurobucks in the EU, and 99 pounds in the UK. He claims that feature set and performance are in the same category as the much more expensive AirPods Pro for $ 249, but if there’s one language Pei speaks it’s marketing. Previous OnePlus earbuds made by OnePlus under his direction had strange problems, and Bluetooth audio products can be surprisingly difficult to use. In short, I wouldn’t take any claims at face value until reviews land.
The relative secret behind Nothing’s takeover of Essential was also revealed: The company primarily wanted the name:
“Before we weren’t called, ‘Essential’ was one of the names we thought about internally. That’s why we acquired the brand. We don’t intend to do anything with Essential. “
In the interview, Pei also praised the “higher purpose” of his company compared to other electronics vendors – apparently teasing products for months, extracting every iota of coverage with a separate announcement for every single detail (including announcements of future announcements) without showing anything other than it speaks for a higher moral calling than your average electronics accessories company.
With that in mind, we can look forward to a product announcement on July 27th, and part of the reason for the later reveal apparently lies in the design of the product: The transparent case Nothing teased means the inside of the earbud has been redesigned to include more to be attractive. Let’s just hope the case doesn’t get cluttered with wax or oil if it gets stuck in your ear, or the extra work of nothing is all for … nothing.
And Carl: This will be the last we’ll cover those disgusting announcements until your company actually rolls out a damn product.