The news: Nothing, the consumer tech startup led by Oppo co-founder Carl Pei, is set to reveal its second smartphone on July 11. Why it matters: The Phone (2) will be the first Nothing smartphone to reach the U.S. without limited beta programs or imports. Nothing, based in London, has recognized the U.S. as its top priority market per Pei. Quotable: Though it never got an official U.S. release, Nothing's Phone (1) "successfully entered the smartphone market and proved that there was an appetite for such a new alternative, especially among younger users," Pei said. Brands that should care: With the launch of the Phone (2), Nothing aims to provide American consumers with an alternative to iPhones, which currently dominate in the U.S. To back this up, Nothing claims high iOS to Android switch rates. However, Nothing will face a significant challenge in the highly competitive U.S. market, where Apple and Samsung hold the reins, while Google, Motorola, and Oppo's partner OnePlus lag noticeably far behind.
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