Nothing announced the launch of a new sub-brand – CMF by Nothing. The British startup, led by OnePlus co-founder Carl Pei, aims to attract more consumers and will offer more affordable devices, starting with smartwatches and earphones. A month ago, the company launched its second smartphone, the Nothing Phone 2, which is powered by a Snapdragon 8+ Gen 1 processor and features a unique redesigned Glyph interface.
in a community update In a YouTube post on Thursday, Pei announced the launch of CMF by Nothing, a sub-brand aimed at “creating a range of new products that make better design more accessible.” According to Pei, the value segment doesn’t have many devices to “get excited about,” saying the sub-brand will have a design-led organization like Nothing, but didn’t mention whether CMF devices will be designed with Nothing’s unique transparent features. .
Nothing and CMF will play different roles, Pei said. The former will continue to build premium, design-focused products using the latest technology, while CMF by Nothing will produce affordable devices to attract more users to Nothing’s ecosystem.
The CMF by Nothing sub-brand will be run by a separate team that will operate within the UK start-up, Pei said – a decision to prevent “distraction from our main product”. He also revealed that wireless earphones and a smart watch will be launched later this year. Other details, including availability in markets like India, have yet to be revealed.
Nothing’s new sub-brand looks set to compete with affordable offerings from rivals like OnePlus, Oppo, Xiaomi, and others, which offer devices that are cheaper than the Nothing Ear 2 and Nothing Ear Stick true wireless stereo (TWS) earphones. These products are priced at Rs. 8,999 to Rs 4,999 respectively.
The launch of CMF under the Nothing sub-brand comes a month after the company announced the Nothing Phone 2, a smartphone that represents a significant upgrade over the first-generation handset. The phone is powered by last year’s flagship Snapdragon 8+ Gen 1 SoC and features a 50-megapixel dual rear camera setup. It also features a redesigned LED-based glyph interface on the rear panel, which has been updated to support displaying progress bars for third-party applications.
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