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ZDNET’s key takeaways
- Nothing takes on Apple with its latest phone event.
- Its Nothing Phone 4a event takes place a day after Apple’s event.
- Promotional material suggests Nothing’s attempt to steal Apple’s thunder.
Plenty of phone launches are taking place this month and next, but Nothing seems to be gunning to steal Apple’s thunder with its promotional material ahead of the launch of the Phone 4a.
On Tuesday, Nothing confirmed its 4a series phone event in London, slated for March 5 at 5:30 a.m. ET. That’s one day after Apple’s event, and promotional materials suggest the scheduling choice was intentional. The event will be streamed on nothing.tech for those interested in tuning in.
Also: Apple’s March event: Every Mac and iPad expected – and the biggest rumor you can ignore
CEO Carl Pei posted on X a screenshot of Apple’s March 4 invite, but he scribbled over it in pink spray-paint font to promote Nothing’s event. Ahead of the Phone 4a event’s announcement, Nothing had been drumming up hype on socials with a post of a condom and another post of two pills next to the words “Feel good.” How will this translate to its latest handset? We’ll find out next month.
Rumored Phone 4a features
Rumors suggest the Nothing Phone 4a will feature an updated camera setup and memory, with a new glyph implementation.
On Monday, Apple announced the date of its “special Apple Experience,” slated for early March, where it’s expected to unveil the iPhone 17e, alongside new Macs, iPads, and more. This event will take place in New York City, Shanghai, and London. Bloomberg serial leaker Mark Gurman reports that Apple is expected to announce a new budget-friendly MacBook, the M5 MacBook Air, the M5 MacBook Pro models, Mac displays, as well as an A18 base iPad and M4 iPad Air.
Also: I tried the controversial Android phone that’s got the internet buzzing – and left impressed
The question is: Will Nothing’s hardware launch not only be substantial enough to take the attention away from Apple’s hardware launch, but will its announcements also justify the guerrilla-style promotional material? A rivaling narrative is one thing. A competitive product is another.
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