Carl Pei, co-founder of Nothing, stands out among tech executives for his active engagement with users on X (formerly Twitter). His posts are often filled with humor, self-deprecation, and a desire to distinguish himself from his peers. In an effort to stand out even more, Pei did something unusual—he reviewed competitors’ smartphones in a series of fun, engaging videos.
He even dabbled in YouTube with a playful launch video for the Nothing Ear (2). As the Nothing Phone (2a) approached its release in India, Pei referred to himself as “Carl Bhai” to connect with Indian users. It was quirky, lighthearted, and not something you’d typically expect from the CEO of a consumer tech brand.
Nothing made a strong debut in 2021 and gained significant attention with the launch of the Phone (1) in 2022. The brand, and Pei by extension, saw a surge in popularity, surpassing even the success he had at OnePlus.
There’s a fine line between connecting with your audience and buying into your own hype.
When the Nothing Phone (3a) series was launched, Pei was active on X, sharing posts that were characteristic of his usual style—humorous, bold, and sometimes hit-and-miss. One post from a couple of days ago, however, caught my attention for a different reason. On the surface, it seemed like a typical Carl Pei post. But it was his response to a reply that left me puzzled.
In the post, Pei congratulated himself on the success of the Phone (3a) on Day 1 and claimed that the “haters” were just “coping.” When one user suggested that the Phone (3a) could have had faster read/write speeds and more efficient RAM, Pei’s response was, “stop crying.”
There’s a difference between being edgy and witty, and being tone-deaf. Telling a customer who simply wants better hardware—something they expect in this price range—to “stop crying” is not only dismissive but also problematic. Pei’s comment struck me as out of touch, especially for someone in charge of a company whose entire business revolves around selling devices to people.
The Phone (3a) series, with its UFS 2.2 storage, performs well for its price range. I’ve been testing both the Phone (3a) and the (3a) Pro, and a review is coming soon. While the specs are perfectly fine for this price bracket, that doesn’t mean consumers shouldn’t expect more for their money—or that they should be told to “stop crying” when they ask for it.
There’s a difference between standing out and sticking out like a sore thumb. I admire Carl Pei—I’ve even written a piece praising him in 2022. But I expected better this time.
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