Carl Pei’s Nothing recently launched its 2nd smartphone- Nothing Phone (2) all around the world. While the brand has been around for a few years only but it is all set to take the next leap to widen its reach. Nothing has confirmed that it will soon be launching its sub-brand CMF by Nothing.
Talking about the sub-brand during Nothing’s latest community update, Carl Pei said that CMF by Nothing brand aims to offer a new range of products that will make better design more accessible. CMF by Nothing claims to offer budget-friendly products with the best design language. This means it will create less expensive products with the same Common DNA as Nothing but the brands will be separate.
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What does CMF stand for?
CMF stands for Color, Material, and Finish in reference to the design philosophy of a similar name. While the main Nothing brand will focus on design innovation that’s premium and uses the latest technology, Pei says that CMF by Nothing will apparently feature a clean design that is accessible and offers trusted quality.
In the video posted by Nothing, Pei didn’t explicitly reveal how Nothing is venturing into this sub-brand category so early and easily. He just said, “CMF by Nothing is run by a separate team within Nothing to ensure that there’s no distraction from our main products.”
However, when Verge interviewed Pei last year, he was open about his ambitions to partner with other companies to co-develop products, effectively working as an external consumer tech consultant to help solve design, supply chain, and engineering challenges. “I think we have a much easier time convincing partners because we help them do a lot of the work that they can’t do themselves,” Pei claimed.
If you look at Pei’s history, he has a knack for launching affordable sub-brands within existing tech companies. In fact, one of the last major projects he worked on at OnePlus was launching the Nord sub-brand that includes multiple smartphones, earbuds, and even a watch falling in the affordable segment.
CMF by Nothing: First Set of Products
The First set of products under CMF branding will be a new pair of earbuds and a smartwatch. Both will arrive later in 2024 and more details are expected in the coming months.
“CMF by Nothing will be more accessibly priced so that more people can get access to our ecosystem”, Pei said. This clearly confirms that the upcoming smartwatch and earbuds will be cheaper than the rest of Nothing’s products so that more people can afford them.
Since Carl Pei also claimed that Nothing will differentiate itself by offering Premium products, this might also mean that Nothing’s next smartphone would go all in and offer the latest specs and face another increase in price.
Things will get clearer as the details about the features and pricing of Smartwatch and Earbuds by CMF will be revealed.
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