Earlier this month, buzzy consumer tech startup Nothing thought it was kicking off its transformation from an eccentric gadget brand into something much bigger. Instead, its latest device — the Phone 3 — has been mired in controversy among the same customers who rallied behind the company’s past products.
“I don’t know why people are so emotional about a phone design,” said Carl Pei, the startup’s founder and chief executive officer, in a recent “Nothing CEO reacts” video addressing the complaints. “Either you like it or you don’t like it. And if you don’t like it, just move on.” Pei’s video series has racked up millions of views and has helped the niche brand reach new consumers.