Phones have become a bit dull recently, haven’t they? The companies behind them seem to be stuck in a loop of playing it safe. But then came Nothing, the bold new brand that’s shaking up the market with its transparent earbuds and sleek, standout phones. Their first two devices, the Phone (1) and Phone (2), weren’t quite aiming for the Apple-Samsung-Google juggernaut. 
But the Phone (3)? That’s a different story.
Launching on July 1, the Nothing Phone (3) is expected to cost around $800, solidly placing it in flagship territory. It’s not just another “flagship killer,” it’s now a full-fledged flagship. But the question remains: Can Nothing pull it off?
The biggest bet the Nothing Phone (3) is making seems to be on its camera system. The company is introducing a triple-camera setup for the first time, including a periscope telephoto lens-a huge upgrade from the previous generation’s dual-camera system. This puts it ahead of the iPhone 16 and Pixel 9, who are still lagging when it comes to zoom capabilities. It’s even rumored that all three cameras could be 50 MP sensors. That’s promising, especially when you consider that Carl Pei, the founder of Nothing, is pushing the phone as “built for creators” and has already shared images shot with the phone’s zoom lens.
However, great camera hardware isn’t enough. The software needs to match up too, and this is where Nothing still has room to grow. While their phones have impressed with their design and hardware, some critics have found the image processing lacking. If the Phone (3) manages to nail both hardware and software, it could be a serious competitor.
On the other hand, the Google Pixel 9 remains a tough rival in this price range. While it might not have the best hardware, its AI-powered features like Gemini Nano and the Add Me camera tool make it a formidable contender. Google has also upped the game with 12 GB of RAM in its base model, making it one of the smoothest experiences for multitaskers. But, the Pixel 9 still lacks a telephoto lens and suffers from slow charging and so-so battery life. Here’s where Nothing can potentially pick up the slack with faster charging and better zoom capabilities.
The Samsung Galaxy S25 is another serious competitor, packing an ultra-color-accurate display, top-tier camera system, and the powerful Snapdragon 8 Elite chip. It might not have a periscope zoom like the Ultra version, but it still performs respectably in the zoom department. It’s a tough opponent for Nothing, as Samsung’s consistency and strong all-around performance make it the safe choice for most people. The S25 is a device that’s difficult to beat in terms of raw power and reliability.
The iPhone 16, however, seems to be a bit underwhelming compared to its rivals. Despite not offering a telephoto lens, it still has a strong camera setup and the powerful A18 chip. But when you look at its slow charging, limited zoom photography, and outdated 60Hz display, the iPhone feels a bit complacent. This creates an opening for other phones, like the Nothing Phone (3), to step in and make a statement.
Speaking of making a statement, design is where the Nothing Phone (3) truly shines. Its transparent design and modular camera layout make it stand out in a market full of bland, uniform devices. The Phone (3) is doubling down on its unique look, with a grid-like camera setup and a redesigned Glyph interface that adds an extra layer of flair. This is a phone that feels personal, unlike the sterile iPhone 16 or the generic Samsung S25.
That said, design alone won’t make or break the Phone (3). A beautiful phone that fails to live up to expectations in day-to-day use won’t last long in consumers’ pockets. Nothing still has to prove that it can deliver in the areas that really matter, like software, camera performance, and user experience.
The Phone (3) is packed with impressive specs: a 6.7-inch OLED display with 120Hz refresh rate, Snapdragon 8s Gen 4, 5,150 mAh battery, and 100W charging. But, as with any flagship, it’s the execution that counts. Will the 100W charging be safe and not cause the battery to degrade? Can the periscope camera provide detailed, clear shots that rival the best? And will Nothing’s AI platform prove to be more than just marketing buzz? These are the real tests that Nothing needs to pass to establish itself as a serious player in the flagship space.
At around $800, the Phone (3) is up against phones with stellar reputations for reliability and customer support. If Nothing wants to be taken seriously, it can’t afford to be seen as just another experiment from a startup. But if it nails the execution across the board, it could rise from being a quirky underdog to one of the most talked-about flagships of the year.