Nothing, once celebrated for its clean and minimalist approach to smartphones, is taking a controversial turn. Despite CEO Carl Pei’s earlier promises to keep Nothing OS free of unnecessary apps and intrusive ads, the company is now embracing both with the rollout of Nothing OS 4.0.
The update introduces a feature called “Lock Glimpse”, which replaces the user’s wallpaper with advertisements — images paired with short texts that refresh every time the screen wakes up. Users can swipe to access the ad links, effectively turning the lock screen into a billboard. Nothing claims this feature will be limited to non-flagship models, but reports suggest users might have to pay to disable the ads, similar to Amazon’s Kindle approach.
Adding fuel to the fire, Nothing also confirmed that upcoming phones will ship with a selection of third-party pre-installed apps. While the company argues that these will mostly include “useful apps” like Instagram and can be easily removed, the move is widely seen as a revenue-boosting strategy.
For a brand that built its identity on simplicity and transparency, this pivot marks a sharp shift. Many users are expressing frustration, accusing the company of betraying the minimalist ideals that initially set it apart.