The Nothing Ear (1) true wireless stereo (TWS) earphones were an excellent first-generation product from a brand that had never made anything before. Marketed ingeniously by Carl Pei, who has taken on the role of Steve Jobs in the tech industry since the Apple founder passed away in 2011, the Ear (1) was a success. With his first act, OnePlus, Pei created a brand that now competes with Apple in markets like India. With Nothing, his second company, he aims to create something even more aspirational. He uses unique marketing stunts to create hype, like he's doing now with the Nothing Ear (2), which is being promoted with Pei sharing content from the studios of big YouTubers like MKBHD.

With the Ear (2), Nothing aims to prove that it can enhance an already excellent product and take on the big players such as Apple, OnePlus, Oppo, Google, Samsung, and Sony. Nothing also aims to create an aspirational audio brand, something that last happened when we had Dr. Dre's Beats, which was acquired by Apple for a cool $3 billion.


