After OnePlus now nothing? Smartphone brand probably on the decline
The exploding memory prices are apparently claiming further victims in the smartphone market. After OnePlus, according to a report from India, the Nothing brand, founded by former OnePlus co-founder Carl Pei, also wants to significantly reduce its presence in many countries.
Large-scale withdrawal from Europe and other regions
Nothing is withdrawing from a number of countries. This is reported by an Indian magazine, which is said to involve a drastic reduction in the number of employees. The company reportedly wants to place an increased focus on India while leaving the market elsewhere to competition. Specifically, it should be loud Digit.in according to a number of well-informed sources close to Nothing, the company plans to withdraw from at least 12 international markets. It is said that the “shutdown” is already in full swing. The Middle East, Japan and “parts of Europe” are said to be affected.
Around 40 percent of employees worldwide are expected to leave
In the context of the withdrawal from a large number of markets, a drastic reduction in jobs is planned. In total, around 40 percent of employees will reportedly have to leave. Nothing’s research and development department is expected to lose around 50 percent of its employees in Europe and around 30 to 40 percent of its employees in China.
According to the report, the company’s massive financial problems are behind the drastic cuts because sales of Nothing’s smartphones are said to have fallen sharply. Nothing was able to sell around two million devices worldwide in 2025, but such numbers can no longer be achieved due to the sharp increase in prices and the resulting drop in customer demand, it is said. In fact, the market for cheaper smartphones has recently practically collapsed completely. Devices from the lower and middle price ranges are now hardly economically viable for manufacturers.
Nothing had already officially confirmed this when it abandoned plans for a new device from its budget brand CMF a few weeks ago and declared that there would be no new mobile phones from CMF this year. For the time being, the survival of Nothing and thus also CMF will depend on a concentration on fewer products in a few successful markets. The focus is on India, as the brand has recently recorded decent sales growth there. In this regard, the next two quarters would probably provide an answer to the question of whether Nothing can survive in the long term, it is said.
