That’s less than I had expected the Nothing Phone to debut for, as the pomp and ceremony that’s already been held for the phone led me to believe it’d be a premium handset to rival the Samsung Galaxy S22 or iPhone 14. And even though I’ve still not really boarded the hype train, I’m at least lining up to buy a ticket. The mid-range Android phone market is one of the fastest-paced and most competitive areas of the smartphone world, with companies jostling to offer devices that blend middling prices with high specs.
So far, I’ve successfully avoided the buzz around the Nothing Phone (1) – nothing that’s been formally released has piqued my interest, and I’m cautious of items whose major selling point is the charisma of the important individual behind them (see also: everything Musk has ever touched). However, a fresh leak has piqued my interest in its imminent Android debut. According to reports, the phone would be released at a mid-range price of €500 (about $540, £430, or AU$750).
And the most memorable mid-range phones do just that: the Xiaomi Mi Note 10 and Oppo Reno 10x Zoom had fantastic cameras for their prices, while the Moto G200 and Poco F4 GT offer top-end performance on a budget. It doesn’t hurt that the mid-range market is more appealing to tech aficionados. People who don’t know their Snapdragons from their Dimensities are more likely to wander into a store and buy the first expensive Galaxy S or iPhone they see, or perhaps whichever budget Moto G or Nokia handset catches their eye. However, people who like picking over specs and features are likely more drawn into the particular nuances of different mid-range phones.
The mid-range phone market is where OnePlus earnt its popularity – that same OnePlus whose co-founder is now in charge of Nothing – and it’s also how brands like Xiaomi and Oppo grew from ‘fledgling Chinese phone companies’ to ‘global players’. Due to the competition in the mid-range phone market, both from the multitude of mobiles and the pressures of the equally-charming budget and premium sectors, these devices need to be great. Companies have to be incredibly competitive, offering the highest specs at the lowest prices, to play in the league.