One of the ‘official’ reasons, Nothing gave for incorporating the glyph interface is to “minimise screen time”. Further, you can assign glyphs to individual contacts as well - this helps in knowing who’s calling without actually looking at the phone. You can further customise to different apps as well. If you want a different one for your calls, then you can do that as well. You can select a glyph pattern for all notifications that land on your phone. The ringtones that come pre-installed on the Phone (1) are pretty meh but are designed for the glyph interface. Rest assured, your first few hours with the phone will be dedicated to the glyph interface as it is something you aren ’t going to find in any other smartphone. There’s a lot of customisation you can do with the glyph interface. You will see that there are 20 glyphs that light up for notifications and ringtones. It’s a unique design as you can see light patterns that are designed to do more than just look different. What you are staring it is the glyph interface. Now it’s a polarising design for sure - there will be people who will absolutely dig it and there will be some who will think “what on earth am I staring at”. You must have seen it by now, no? If not then Phone (1) comes with a transparent design. And if you needed further proof of that, just flip the phone over and set your eyes on the back panel. And Nothing is making a statement of intent through these small details that this won’t be your usual run-of-the-mill smartphone. Now, the SIM ejector tool might be a rather small thing but the attention to detail is what matters. What’s different is the SIM ejector as Nothing has once again gone for the unconventional. Inside the box you get a Type-C to Type-C cable, a safety guide. You can get the Phone (1) in black and white colour variants. The Phone (1) comes in a pizza box style slim box with the back of the phone plastered across in it. That’s the word that rings true for everything Nothing has done and it begins with the box.
Perhaps that’s why Jobs in Walter Isaacson’s must-read book on his life says,“People who know what they’re talking about don’t need PowerPoint.” If following the playbook made people sit up and take note, then anyone and everyone in a black turtleneck and jeans would the next Steve Jobs. That could be their idea of marketing and creating and selling whatever they are out to sell, right? But chances are those - and not all of them - don’t really attempt to flip the template. There are those who might believe that marketing is wearing fancy suits, ‘looking’ incredibly busy, spewing out those yawn-inducing jargons and rolling out insipid slide after slide. What’s the playbook for marketing? There isn’t one. There are people who follow the playbook and there are those who are audacious enough to tear up the playbook and flip it on its head. An idea may sound great in the head, the first draft may look impressive and you may have a playbook that you know will manifest into a great selling proposition. Marketing isn’t easy and good marketing certainly isn’t everyone’s cup of tea.