Carl Pei, the CEO of the British smartphone startup Nothing, has openly criticized Apple, asserting that the tech giant has lost its creative edge. In a recent interview with WIRED, Pei expressed that Apple, once a beacon of innovation, has become too large and corporate to inspire today’s younger generation.
Apple today is very different from the Apple when I was younger, Pei remarked, highlighting that the company’s much-anticipated Apple Intelligence has resulted in little more than generated emojis. For Pei, this exemplifies a broader stagnation in creativity at Apple, which he believes no longer leads the industry in innovation.
A Vision Beyond Apps
Pei envisions a significant transformation in the smartphone industry, driven by artificial intelligence. He predicts that within seven to ten years, the traditional app-based interface will become obsolete. In its place, he foresees a single, intelligent operating system that deeply understands users, automates tasks, and acts proactively.
This future OS would not only personalize experiences but also anticipate needs. For instance, instead of users manually navigating tasks, the device would suggest and execute actions automatically, based on time, location, and user behavior.
Pei acknowledges that this vision isn’t feasible today. Consumers remain attached to apps, and any drastic departure would likely fail. Therefore, Nothing plans to move incrementally—releasing updates, studying user feedback, and adjusting course gradually.
Creativity Over Scale
While Nothing faces challenges as a small player in a market dominated by giants, Pei views its size as an advantage. Unlike major brands that must appeal to all demographics, Nothing can focus on specific audiences, particularly creatives.
He believes that creativity is not just about aesthetics but about solving problems in unique ways—a mindset he argues is missing from today’s largest tech companies. We want to make technology fun again, Pei stated, criticizing the industry’s lack of excitement and innovation.
As reported by WIRED, Nothing has experienced rapid growth, with its business expanding by 150% last year. However, with just 0.1% of the global market, Pei recognizes the long road ahead. He hopes that by prioritizing thoughtful innovation over flashy marketing, Nothing can deliver products that genuinely improve how people live and work.
