#Nothing is technically a UK company, but since it's #CarlPei, former CEO of #OnePlus, I hate that Nothing, the company that is "to mimic and beat" #Apple in their own game, has simply turned to yet another #Chinese tech company with this practice of creating "ultra-budget" sub-brands/companies that I hate so much.
No different than #Xiaomi and #Redmi/#POCO, #Oppo and #OnePlus/#Realme, #Huawei and #Honor. Nothing's version of this is their recently announced sub-brand, #CMF. It's such a big freaking mess and the real purpose behind them is just to create a division between their products/branding so that the "real", "flagship" brand can continue charging premium prices and the sub-brand can charge prices seemingly "cheaper" when compared with the flagship brand. Sometimes the "budget" sub-brand might end up becoming more popular than the flagship brand, like what happened with OnePlus, and now they have 2 expensive brands selling essentially the same thing and have the need for yet another budget sub-brand.
All in all, a big freaking mess. Just have one single company, and stand by it instead of having these "smurf accounts" as fallbacks to sell products with lower margin than your "main". If you wanna sell "budget" devices, just create a budget line of products within the same company/storefront. This quantity over quality business practice is ridiculous.