Nothing CEO Carl Pei says Gen Z is the key to challenging Apple and Samsung

Nothing CEO Carl Pei feels that his company has found a strategic entry point into a market long dominated by tech giants Apple and Samsung: Gen Z. As reported by Business Insider, in a recent appearance on Alex Heath’s Access podcast, Pei explained that Nothing is intentionally targeting younger consumer who crave individually and innovation in their tech choices.

“Our users are very young,” Pei said. “It’s pretty much impossible to be popular among everybody in the world at the very beginning, so we got to pick a lane.”

A youth-driven strategy

As per the report, Pei revealed that the average Nothing user is just 26 years old as compared to Samsung’s average user age of 45. While Apple still commands brand loyalty among 18–44-year-olds, Pei argued that Gen Z doesn’t share the same emotional connection to Apple’s rise, making them more open to alternatives.Nothing’s phones—like the Phone 2 and Phone 3—are priced between $300 and $700 and feature a transparent back design that exposes internal components, offering a distinct aesthetic. Business Insider’s review of the Phone 2 praised its “striking” look and “surprisingly good camera,” despite using a slightly older processor.

Building a brand, not just a product

Nothing was founded five years ago and it employs around 900 people and is on track to hit $1 billion in sales this year.

Pei also stressed on the fact that the company is not trying to outpace Apple overnight, but it is focused on coexisting and exploring “new form factors” that complement—not compete with—Apple’s ecosystem.In addition to smartphones, Nothing has expanded into watches, headphones, and even apparel, positioning itself as a lifestyle brand for a generation that values design, transparency, and tech with personality. As Pei put it, Gen Z wants to “be different”—and Nothing is betting that difference will be its edge.