‘Almost an opportunity’: Nothing’s Akis Evangelidis on the global memory crunch

Nothing has unveiled its latest smartphone, the Phone (4b), in India, aiming to offer a more budget-friendly option during a time when escalating memory expenses are inflating device prices across the market. The UK-based company, known for its innovative approach, already has a presence with its flagship numbered series and the mid-range A-series, which recently marked three successful years in India with the Phone (4a) release. The new B-series will be positioned below the A-series, yet it promises to retain what Nothing describes as the 'core Nothing experience'. In a recent discussion with Business Today, co-founder and India President Akis Evangelidis highlighted the strategic timing of this launch, attributing it to the global memory shortage that has affected pricing in various smartphone categories. Evangelidis noted that the A-series has been a standout performer for the brand, with the Phone (4a) achieving remarkable success despite a price increase over its predecessor. "Given the current market conditions driven by rising memory costs, we identified a unique opportunity to introduce the new B-series," he explained. The Phone (4b) aims to deliver essential features without compromising on the brand's signature experience, boasting a powerful processor, high-quality camera, robust battery life, and an impressive display. The recent spike in memory prices has forced many manufacturers to either hike their prices, postpone launches, or adjust their product lines. However, Nothing sees this disruption as a potential advantage. "This year has been quite intriguing due to the memory situation. It’s almost turned into an opportunity for us," said Evangelidis. He emphasized that while other brands have long focused on value-for-money as their core strategy, Nothing has prioritized design and user experience since its inception. While acknowledging that some competitors have canceled product launches due to cost pressures, Evangelidis confirmed that Nothing has also faced challenges, including a delay in launching its sub-brand CMF's Phone 2 Pro. He anticipates that these pressures will persist, likely continuing until at least the latter half of 2027. On the topic of artificial intelligence, Evangelidis expressed concerns over how the industry presents AI features. He noted that AI has been incorporated into smartphones for years, particularly in areas like computational photography. However, he believes that a deeper transformation is on the horizon, one that will fundamentally enhance user interaction with their devices. "Our goal is to create 'one billion operating systems for one billion people', moving away from a one-size-fits-all approach," he stated, reflecting a broader trend towards personalization in technology. India remains a vital market for Nothing, and Evangelidis affirmed the company’s commitment to continued investment in the region. Recently, the brand opened its first flagship store in Bengaluru, achieving impressive revenue milestones shortly after its launch. Looking ahead, he mentioned plans to expand retail presence across India to strengthen their foothold in one of the world's largest smartphone markets.