Nothing CEO Carl Pei Targets Apple Users in Instagram Video

By: Harsh Vardhan

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Updated on: 18-Jun-2026 12:00 PM

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​Nothing CEO and founder Carl Pei released a video on his Instagram profile, directly addressing Apple. In the video, Pei warned Apple that Nothing intends to attract its customers, stating the company will steal them "one bored iPhone user at a time." This public statement marks a bold move by the London-based smartphone manufacturer.

Key Highlights

• Nothing CEO Carl Pei posted a video addressing Apple and its iPhone user base.
• Pei claimed Nothing will attract Apple customers one bored iPhone user at a time.
• No data has been released on how many iPhone users have switched to Nothing devices.

Nothing's Public Challenge to Apple

The video features Carl Pei speaking directly to Apple and its user base. Pei's message suggests that Nothing aims to position itself as a competitor to Apple by targeting users who may feel dissatisfied or uninterested in their current iPhones. The statement, "one bored iPhone user at a time," highlights Nothing's strategy to appeal to those seeking an alternative to Apple's ecosystem.

Public challenges like this are not uncommon in the tech industry. Smaller companies sometimes mention larger competitors to create an association in the minds of consumers. This approach can generate attention and spark conversations about the challenger brand's place in the market.

Market Context and Consumer Impact

Apple remains one of the largest smartphone manufacturers globally, with a significant share of the market. Nothing, a much newer entrant, has focused on innovative design and user experience to differentiate itself. By referencing Apple, Nothing seeks to elevate its profile and suggest it is a viable alternative for current iPhone users.

Industry observers note that such publicity efforts often aim to drive curiosity among consumers. The tactic may prompt iPhone users to consider whether they are satisfied with their devices or open to exploring new options. However, there is no public data from Nothing showing how many of its customers have switched from iPhones.

Questions Surrounding the Strategy

It remains unclear how Apple will respond to this public challenge, if at all. Apple CEO Tim Cook has not commented on the video or Nothing's claims. The effectiveness of this approach will depend on whether Nothing can convert interest into actual customer migration from Apple.

Analysts suggest that measuring the impact of such campaigns would require Nothing to release data on customer origins, specifically how many switched from iPhones. As of now, Nothing has not provided such information. The long-term effect of this strategy on Nothing's market share and brand perception remains to be seen.