Carl Pei, co-founder and chief executive officer of London-based consumer tech brand Nothing, took a lighthearted jab at Apple CEO Tim Cook following the announcement that Mladen M Hoyss, the former Software Creative Director at Nothing, had joined Apple’s design team. Hoyss, a Berlin-based designer known for his minimalist and user-centric design sensibilities, confirmed the move via a post on social media on May 20.
Sharing the Apple logo with the caption "New beginning @Apple" on X (formerly Twitter), Hoyss also updated his bio to reflect his new role on the "Apple Design Team". The announcement quickly gained traction online, drawing reactions from fans of both brands.
Carl Pei responded with a congratulatory message that doubled as a cheeky dig at Apple’s design prowess. “Congrats dude, proud of you! @tim_cook let me know if you need any more product help,” he posted on X, quoting Hoyss’s original tweet.
The post, while humorous, was widely interpreted as a subtle branding move, positioning Nothing as a breeding ground for top design talent — talent evidently sought after by one of the world’s most valuable tech companies. Some interpreted the remark as a backhanded compliment to Apple, implying that even a company with a $4 trillion market capitalisation needed design expertise from a much younger startup.
“Congrats dude, proud of you! @tim_cook let me know if you need any more product help,” Pei wrote, drawing comparisons to earlier corporate rivalries in Silicon Valley. Social media users were quick to weigh in, with one noting, “This shows that Nothing is so good at what it does that a $4 billion company Apple prefers to ‘adopt’ other people’s talent.” Another user remarked, “This congratulations message looks more like a sarcastic one.”
Some commentators likened Pei’s post to the infamous 2005 email from Apple co-founder Steve Jobs to then-Adobe CEO Bruce Chizen, in which Jobs took issue with Adobe hiring Apple employees. “I have a standing policy with our recruiters that we don't recruit from Adobe. It seems you have a different policy. One of us must change our policy. Please let me know who,” Jobs had written.
Hoyss played a key role at Nothing, having led the development and visual identity of Nothing OS — the Android-based operating system known for its bloatware-free interface, monochrome palette, and emphasis on functional elegance. He was instrumental in shaping Nothing’s design DNA, which has earned praise for its clarity and focus, especially in a crowded smartphone landscape dominated by overly complex UI.
Before his tenure at Nothing, Hoyss co-founded Blloc, a startup focused on creating minimalist smartphones. At Blloc, he was involved in the development of the Ratio App, a launcher designed to boost productivity and minimise screen distractions. His résumé also includes time at unu GmbH and Hoyss Studio. He holds a Bachelor of Fine Arts degree in Industrial and Product Design from John Naisbitt University (2006–2010).
Pei’s comment came just before the official announcement of Nothing’s upcoming flagship, the Nothing Phone (3), slated for launch in July 2025. While the exact release date has not yet been confirmed, the smartphone is expected to build on the aesthetic and functional legacy of its predecessors, continuing the company’s efforts to offer a distinctive alternative in the Android ecosystem.
Discover the latest Business News, Sensex, and Nifty updates. Obtain Personal Finance insights, tax queries, and expert opinions on Moneycontrol or download the Moneycontrol App to stay updated!
