After parting ways with OnePlus last year, Carl Pei, the co-founder of the popular smartphone brand, has announced his new venture. He calls the brand “Nothing”, explaining that the concept behind the unusual name was that the company aims to create products that blend in with our lives invisibly.
“Nothing’s mission is to remove barriers between people and technology to create a seamless digital future,” he said in a press release.
“We believe that the best technology is beautiful, yet natural and intuitive to use. When sufficiently advanced, it should fade into the background and feel like nothing.”
The new project will be headquartered in London and has received initial seed investment from the likes of iPod inventor Tony Fadell; one of Twitch’s founders Kevin Lin; Reddit’s head honcho Steve Huffman; and popular YouTuber Casey Neistat.