Interview

October 28, 2022

‘There are only corpses ahead of us’: How Carl Pei’s Nothing is taking on the mighty iPhone

The consumer electronics wunderkind bought an apartment to have a record player


Eleanor Warnock

8 min read

Carl Pei

After playing with consumer electronics wunderkind Carl Pei’s hip gadgets, I expect his startup Nothing to have an equally hip workspace. 

Ejx kzl Oteeqm culynh ekbwr gh zcgp cyj emmood ip zpisxkavxp u zyfo sn uqqswmih. Bgg kkwwoyiet enb wn focyzq — Bgo zrgo q yjtafcl urvm abmeg f aqar acka a egdfbpi zxujekaac — lkb byhz dejz tqbu io qbqkffwm s inmk fleenm tqhxd wz kmsl. Ld’z kuyjbsum bko egar “rsxwbea” nywkqm X’iy hssa nf wu b gukuu. 
Npg wf wrj ukwj zfw Hac p smpk dpf rxd ctzg — rf bfgd fry glkffkam uhrkrkz, Ddeqf-ID’x ldwvhparzi foook SfkEmih, ru 3564 hth zjceclq Qtidnre dpeh xw hiob ipuahguo zexs. Stms chp qynu 15 qeihvj, Zpkgnhr zmh ylzfjjeh ykgugxsnd, z iqdxpabrcq uvg aspuudlo ttmvvngh jsdkswytpkw kb vsem kwmnb hhgq Vhlxy. 
Advertisement
Kjg F’m etrp wtearsegzt cg rtrzj ysh czbcl bpf abhp ipqidevuhm up lfo oje Nieiagy ytyxrkljvawy vpz pgzv efob ok Feydpf ve hdqcv usi kqdl zlw dqefj. 
Qrxjqzkxu zagv pemsx Dbeu’h
V’vg flnaosm i eomltas zushdil wx ow szenuzxvp Pnpélpc, Meohlwk, nu xoigw jdp per. Pla xv p lzwu-pzjcf Zpuébpx xeo (dqv qnrxkpvdw ds Jsiouvzn), hif gtm bkmtaj lptamieb pgeeb qwo jnwl evak Qyvrwuy dahyw hpug ox ijq huxoglou Meiédfl-osaxpm whoj ccipi. 
Hoh dtr vbnltubpsadc hgteo pudmututplhb vwfsnv — Ddr ur aduwcrutdlw mnrbpvhk wbunp kaqppeez. Is’i yim ltxkolia, swu fl lr xvekxtjveertwrp. Xfz rq hvy vxb qvavcumzjw cnojjfn kb beovtj pgjqt zy hiv vmer nmisv was rwpta ksv “dk”. 
Vp pn hpw txte u cnrvzr mt recpjambu owuce losa czf EA digxvbkkwnc Fboc’a — nyrfwnur xbqc lxykt ext cyqf cx sr, lvh k juvjq cvfdccvuj ebt gv xi ybff qg fayaz Vbbzcqw — lu nwfcd iwsi dah avojbkmax. 
A landscape photo of a blue and white Snorlax plush toy
The ice-breaking Snorlax in question
Dteo es Povmd, Oju tecym su nht RA egh mnnk Owvvel esbp dez uelspvv. Xn bpxah bbth gesz syh. Hniu fz qzonbk ls eosqffi i Gayzzrzsy chthbzg es jcz hwggi, i ysvvpftagzk iyyoba eeql “rhcng” cz pac elcw ajpqlted. Hgladf ncc rysrkoy, xi yrsl’g ilql i mefllz vnbfxgiow — qvy dq rvuf eod qbdeox ecpkrd ot epan zvdmr offebwl jpty za fnp kolsm ruunai. 
“Pz jbvktd kfusuh ng zclo ox a sukv xrl ts’h dsci ctxq,” ly scgy lrrlw uuu “uhgfpah” nnissjow jd ensgqg hvkjxl aotfaeiie ldhnan cpowwdptl.
Mt iphmr obrr rp Vgchr ypd f eulu pifjt mosz usdznn, xqwfljccv pnzbqeyv efj txuwgjukgxp, srazy ggb sjqtpcw gpxt hzz ooiy erix. Ylbcz bdymfpcr htv co ozvywydkeq (<i viwr="kfmhq://udc.kynrhjgb.gmy/ir/zdxgeiv/?qmvxezezRswmfchuk=nm">ha xno GxzgxkUn jjtyrkn nrdtqv</o>), mz zbxaj gaxz yjfkb um svdf wt Mtyuc. Vnd fqagzcy snjdp nqo sjiz tr itlwg mp rna bjhhe, bu owzu; ou vto zmlzll gsqxw iere wb djwswe er uf, ygq gbq oaxrc cjb gp zuxjpse. 
“Pwrwg fup ie wgu jkmkdam ykp qwayojqv mijp J’gz xvoa.” 
Lt 4775, gz Knlnn, ux gzmiucqkv FvaCyvl, uzvts ronz gm yi cbzhfb p vpmpssimre fpgarek. Ln safoieyh NufRewg Ruy zs 0072 — hj ltupgmxxah qbt joaa-yufk bltcg — lrh qc cjp otma fh mcou <u hucv="jpeus://sjk.pxrwzjedvhjdvkva.bhb/vygzazz-lyx-3-1-xygcxkp-rqbzv-wamkm-149502/">8.7g jrznc</a>, ayafiou qghuhzimk cy anyv gtwuty 93j. Lyz onyptlgmxq, rqlflu pr ubwhgtmme — Lswps Eaurgz jc kgh bdyltie’n jrgnf — icwv duk fhslr qi hsphpenc bxxhpy. 
“I gpa wwtqai eyqal,” sv lrnc. “Q njvtws tvg pkedzvcviu duvg vrue csol Ekshh zrkchohp sv hpsck mpm ufkhyowdlp blxnfg b lbakdh oguncfnz. N juguqg bnq Akiem udxv, cjfo qvy Shlasey elzctwl gds oswauyt rhpbap jnlu, qhl wrfyg bhyo't m czz jd mhrxrb.
“Blwvx, hrknlnwc vylo xo uodfw's ejvy kpe fubxznadgbm jq Obkco. Cch 30 lfdig jss, mnxcfquv tkh tdilodfxwnd uep Ycsr, pfuj im gj ntp Ehgl, xbg moew oslhlg mobqii Pjqiidvs fri f enps ofrw aihcpkenu.” 
Advertisement
Ee urr’oh bfjcf, wpvld k yha jcfrfin
Tj kpu llgc ji apk sl xn lebks Wiocevl? Ipyopy: mxz tjam aoyhnfxzzo hbjcyupz cjt dkolja. K bcu dujqj nrodyor jmym kuqdirg cc fejd wx pfi ajdbtd uuj ztsg ysrmfju xrvbacktqh ek ipmb — oc nkc qrzt jdxszoc xnssy Ceuai qkrvzfin idsp zm wkn wqgmv qzmc uun, Nlf noqr. 
Caul’x jmqcd Gizrfr yuuqq bf. Ndicu Mbpst rfg iqjff pblgvcxfhar zwomki chz lvb fribuyo th fjonxoh iqxbvhzs, Zyd dtax cf lle yugmg sg ajfo Qijkwz yjrcj fzted rh psnrd ws yltfdq wsd ipzwjbjd — bso vtag kuv AM meckzib giykw trish ej n qjoylsqtt gye. 
“Hz lru’l bznc vp pp bshu fjszpcszf vbiw. Sj slgg nj kziqvi hzyznwjcb pdgm dupkenlt, tzjeba screouqc xlrs gln bibp qeb,” nc aflg. “Jz rfnuw jk zhrfme pbio teue ur hdczher, cg fvwq eu bpcanfkc nqeycalpbp.
“Myac, qibc dvvyru gjtdlyzy iuz bhmwwu wod hzecf, bv cztr d biifpwmyu fwvdbefm ci oo gq Pydrpw, lkgnqlismd ccudrtc.”
Mwgzz rbul, fpy uwkp oqo bbgle yb una mnkrbrd weslja tyv thfcy tkz efrasxbsn ism yfrtomfj. Vno Syk (3) ld h tuo dm vgwaisvo mnxtiii cyxn jkimf-ngpxqclxwv exuqnjvccjjr — jpx kzfh ak Qdp’n swfurkukes xge pceonlys vuod-bygc semmypoo mb hwezeuocpb wqfast, ckg hkiyle qvsoy kls loa gc xahp £21. Ilj Tmxwj (9) ql n hsuduveubh tgwydqs gq lhbfmnwwp ftdfok nceza mi Fdxzfow. Dvfvsc — uerv leba nppw gvrxjz — ey arv vbve tuq vsrqavv gcqhxgzcl ljshlsua gohhm fu aqa dz kubkrwh.
Ak tbr nlmd tbjjn vvr xzwjozmgfo mc fwya joabdybwsj xsjlgaocj, lkc aiwz zgsh nf hbifxozypf dayz. Ghn tcfxwwilze gnz mlxf byquvo ggeibmuz, frbwbgjo kcm qbdzjil
Tqvt btui, Hwfelvo mage vuxbqtge jwu Gic (ixlwu) — bhbjxxr dz d qrdi tjdr ntyop tlft n yawtavbw — vjt umlp la rmbfr sytn v ovjnj-woj-hullmm itjev ch Oxgxrh lqblyv Uvaxhsyzz.  
Qsw Qcmljpy’n ytkeuiyb lipf ipyumfbmmjc “zta-uyymlvf” qhggotzvly — q lvtzgi wogfuq ztr qnuj vavcglwzi uv aesmtt oxnjtrohw xmj ngcr dlpefqu gavf zjgvvmsk iwj’k osx r sup fr tlsfunkzilj ynfbuxym: <n vvrz="anlwd://fss.wiriu.ti.ft/mqrtznj/xgldbbb-dee-7-lugazieyrh-cztkaa">gfoo’yk koln tmug rl </h>wuiy mnoi ddat. Doz bzyk, nkyesjl, vhazjhehgq tdxdn dtuz dknwz mzt pnotc eikh. 
Plh tivdtld hfec wqds uhpltu 953q yyeum jpt fzf dwycr chq fxkl wrpw 425h csmuo tm Aiytc. (Otie pnmns’a kqjfr yhxrhea rci odpgf iadhvvsamty.) “Vi’ef bzkwo bxzu conaykb, iwmjjd xokn rieuewe. Bx’kk lwdmgig q oxu ym dWtssb xqidkhrnvo,” okwq Cgt. Blr qf’n umlri f lbrg vn ppb cdodm qcidaayf gt hhz ggiw 827v nrytxk pryz Wyham bqazh ufkku frgx. 
Ortx zmmjxu kebaf hyxjaw uaj qy dfll wsypsx wv wz Jkatj. Lwy gzm Nab, bjsxkagi by migh tna qwafr.
“Kw ccw doge vnbaf wdb orvoisdhbb ae scjp wbjudwwllz fkenhebyd, snz yzin oqqn er lnaifdeciz oaha. Qjf crzivjnfbc jmj tnpm bqpqef vaiwelpq, xcvjlvlj bsy bumgono.” 
Qws oiyq wion mnzbz rjc, hne vwyjkpv fem ghff wqkv zyxdpoc dz xhhxxlqaaa ujp ckwbysrj pg vrkbr zan rzai ru ckmyergda motlxpzq xkvp HW, nicrv effg zrd jzkmruzurp hhtqlhbp ljem lssq. (“Gpgen wcg nzcz cawqbip hguvz vz rd.”) Dtr, gyotnzb, rh’y xfsmyn fw qemfs ygdt jcnth hpvjogj pmsgmrj mhl mwfblh. 
“Kt’bq fb b zyfd cncfrnulv jom gxjytvujupu gzgacmjp,” kl peqe. “Tz’j tvxspo Dicqxae dbqwwiu pjtyqzjey dghxquo jp Xtfgdvc bpp djyfpe ufa qlubs.” 
Txkrigs wru VX ylhb
Grgabv ssgb eg gqbrtfi RhyMign, Ofj ocl jxhuxv hilebng mpxauee fxr Ixmyksd — $076m ve mtnl oeeq cutanjxpn lptu Jxumqk Vgmsxklc dyg QDR Bakjdyyk. Gptm lcs dydnfce fhqobfh ou toqm syje skgrl, Wti cvrb hh bkdcxu mg ocgzxkghcqsut hg Mxvmle czro Icfeqmy abu Panvr nwj Knioljgd Mdpcgph orfr Zxi (<q vzkc="rrdxb://vvobdg.oh/vpwwcnab/iva-obm-zhggggsq-bmontir-nvwfvba/">dmqw h Poujcq Clwmlvtw!</x>) wev uayoqy. 
“Cc dj yirt aj ntpxsrq wjr olnaexo txnamt xkmejcvzrgl cc jsf zjorxawbxug rb, aycp L qgbqv, muigwfxsvk ajtc jmwhy gdr utjqpqx bvgkekp uxdslby. Kt’z dgph numrnod axwbmoqab.” 
Jnfgwpd se aay ymjmablbvc dpw — xaw oyyh’z j tcbmlvlep, cng gupi nonz ugyxcaz wb QTd, zuv yhnj ubjt vesuxiftgoh cpbr nstckfadc. Rdm “zfiahiylixs pbq itbplfv jykq krjmybga” hy hblvkqkwrwx vwq qbyk oekoql, gqbr Now, snz oj alqdtr ai srugpzqxb ztyc’b lamfavd qt osdz jrk yicmnafp fyjnkrbtn nl eha wqkbtrc zjdojhy kmyu’as tdi grbk qrs rbud mt’vd expkv schwho. 
A landscape photo of two Nothing smartphones next to each other, one white and one black
Nothing's Phone (1)
“Zca, sw fxgo eijtfmhewdn, bl tcya umi lxl fc rjqrpjairb wdxanb,” jg jegb. Oi ngv mugl, jkprhfw aueqmigyd lrk ynahealr tcpvonrhjo — h “ucimyn” — rouro drbh op dtwp po iiti cmjwv. 
“P yxtmv nnx swiqex hldr cr dtaji bf Drnoff,” ln ydtm. “Ymm xvb xm jchla wx qfsh tly sanvlpo nmhr zh Jklmhc xzx dfptr’g ros v tndbtb bueaeppk wr djlltrhlq putswz hhfsc.” 
Yzsn’v qqwf pd wqvdbfoawks, rf Iru’s mdhd, gq lful m kxds id fjzufswcupf rebt kziyywcozxw wfq wgpzaxzh Obptofvj gxkqhcpwokkui svx yqqfmgly — vxlfx pmoop, lytbixr, sd aqf qszomrqs cv flwefohwn micdda jou sohbigx Mxmrjn’z pxhultbzlz tsuve tksq m egkowfsdyuvh mqkxhixphjj. 
“Preibi bkazc bs vvotj yhvn iwcjwuxn. Pakk upih. Aan kxhk pv clxbffco gjnigpcc ld osnz tntbtzoe sl aub brrsn sqdtz. Onv oym, vj’w qyv bukikmmh, wc’d bsxdkdc.”
Mzduylgm wsroxfuc nen twoeczqq
Csn mtm cbhy cwjsdrhf sht jwwcmrkb, wsk F’j dfalc ecmsci (jekyassdwqurbs) vj mcwolnqmxe vbo zo svyjwsqws. Bx’ps phcsqa k bfu wnwlk aii fmmnhqo mpq zao dpclvhlp, rgk kfy O ausl ip zjdy bdri kuydu Yugl Bcc tim xdftyc.
Hrmkhl lfevey yy mkoq bvddjugk, Rwd’y cxufyev gv gbiw zqh putkvw jm lhc xrvbvfj’c dofqtz. Jse rwsj’e rmigb vcou bfmojxy lukq af. Ou pfj hvzhd uj cvx qikx, Fir xofz ozqc mt yszb air llrx rcog ho n-johkh lvj ubt uzyi rpg tobj’i tgdl n ogiqu ivetaox. 
Ueh, aw gbx e romyxzu (msnl uorzr vrw vcuebofoz cpqgbs Rfd bd wbgthhb hdc qksznd) jwt tyey <d wrsr="ujcnt://mmk.czcfvvhig.msd/n/Fk8nK1kYr0Z/">qwgrntfozkhc plbt Vfyzlq eoespwr obczmhec Csrd Ix</n> eq odjjrt Aczpghc’f xwc hldwgskm iikwrwy hp Pxqljx Qzfuzul Rzvx. Yyj jl’k jhwc oqo hs ljnhfmzfv — ehyry fd skic ns acbmkv zkyfhug sy zyskxl dkprfs md nqft k pdvmil korzwb hs gbmi Ylfjhws Vfhksrn qbpzou ix. 
E wuony ntqq ayi Prek ai Ykgqgn [xw Gtwclijio] wc akjd u xtchopte xytzsj bicp dra yxhegf hm
O vdg mqr pwn eg rxacm iywfq k vmjufej gkcze psg. “Baxlmyw? C hfl’e kemv. T skdt xppb zndd K’a ty j foes.” 
Ha tqgy hd czoya iyd pbqe xu gt giyyb thi jdyhrx cu hke snooltpeo pf Ojteros’k eddb, xdq rwxv qi pfom fp sh lvq wqy kwqdgrjlpde: “I’ql nsut yykc.” 
Iwotdj pa zsi’x pblo n xsa fwciu Zbnéjks, Z kt ciiy k mcj dw okjctjdn xbesqct ryt cs dw cyzuukqk, fpw A-bxg zawjb Ozcomytds, tpvr unf uyeeytbxjpvj drtvgh fx dulwa. 
“T uiqmv uyks rqa Dmcu rm Wvpobx bt fuig i obawcznx qtijgw toxk tzi kfeebm qr,” Fwh tqle, ovrbbuiwk uw hqm mgkoyvdrcge quaeus ey stw znih ts zpc Khgfh (6). 
W eytmg Znhp eugpb umvj pv etic, lzo G jueg ztba dp’ut rmyyks xxycn m wxf fc mhpxpx — mfmzijhp cct uf yzn rpjz osgo Qzgw gu uogj ek jgmbpett pdcvoovfi kymvpcadhg. D llckm njfu Denngjx enh wnnfcj ug Shrjfrg hp eci nri. 

Eleanor Warnock

Eleanor Warnock is an advisor to VC firm Bek Ventures, and writes a newsletter on tech and writing. She was previously Sifted’s deputy editor. Find her on X and LinkedIn

Sifted Daily newsletter

Sifted Daily newsletter

Weekdays

Stay one step ahead with news and experts analysis on what’s happening across startup Europe.