Nothing, the disruptor founded by ex-OnePlus co-founder Carl Pei, is facing a full-blown backlash. Its latest Phone 3, pitched as a flagship-killer, is now at the center of controversy—not for its specs, but for misleading marketing.
The Controversy: Faking Camera Samples
In in-store demo units—especially spotted in New Zealand—Nothing showcased a carousel labeled “Here’s what our community has captured with Phone (3)”. However, sharp-eyed observers and journalists uncovered that the displayed images—a glass, a spiral staircase, a car headlight, a window, and a portrait—were licensed stock photos from Stills, shot in 2023 with professional cameras, not the Phone 3.
One image’s photographer, Roman Fox, confirmed it was taken with a Fujifilm XH2s—not a Nothing device. Confirmation came via EXIF metadata and licensing records.
The Controversy: Faking Camera Samples
In in-store demo units—especially spotted in New Zealand—Nothing showcased a carousel labeled “Here’s what our community has captured with Phone (3)”. However, sharp-eyed observers and journalists uncovered that the displayed images—a glass, a spiral staircase, a car headlight, a window, and a portrait—were licensed stock photos from Stills, shot in 2023 with professional cameras, not the Phone 3.
One image’s photographer, Roman Fox, confirmed it was taken with a Fujifilm XH2s—not a Nothing device. Confirmation came via EXIF metadata and licensing records.
Nothing’s Response
Co-founder Akis Evangelidis took to X (formerly Twitter), calling it an “unfortunate oversight.” He explained that placeholder images are used months before launch in live demo units (LDUs) for testing, and are supposed to be replaced with actual Phone 3 shots—but in this instance, they were not.
Nothing commits to updating all demo units and says an internal review is underway to prevent recurrence.
Why Fans Are Furious
Tech fans feel deceived. Unlike established brands like Apple or Google, Nothing is a newer name trying to build trust—and incidents like this hurt that hard-earned goodwill. Critics say:
- Deceptive marketing: Passing off stock photos as camera output undermines credibility.
- Trust broken: Placeholder explanations don’t cut it when the industry’s watching.
- Disappointment: Especially from fans who admire Nothing’s transparency ethos
A Glimpse at History: Similar Missteps by Others
- Samsung faced criticism for enhanced “astro moon” shots that were alleged to be AI-enhanced or misleading.
- Nokia had once exaggerated video stabilization in their Lumia 920 ads
These incidents show how easily customers lose confidence over camera sample misrepresentation.
Tech Community Reactions
Though mainstream outlets are still rolling reports, Indian and global tech creators have been vocal:
- TrakinTech’s Arun & Ershad stated: “It is a new brand establishing itself in an already saturated market, this just shouldn’t happen. We are not ready to buy the explanation. No other top brand does this—Apple, Google, etc. This just shouldn’t happen, full stop.”
- Gupta Information System’s founder @parasmesaurabh, on X and YouTube, didn’t mince words: “Cheaters… this was an unwelcome trend a decade back but was stopped due to an aware tech community. Nothing is doing next level scam.”
These voices reflect broader frustration: a growing tech audience ready to call foul.
Nothing’s mission—transparency, design innovation—has resonated deeply with its fanbase. This incident—intended or not—undermines that ethos. Swift, honest remediation, and better internal safeguards are crucial. Even more than the Phone 3’s impressive specs, this brand’s future depends on integrity.
