Nothing Takes on Apple with a Head-Turning Phone 4a Launch Gambit

London-based smartphone brand schedules its launch just a day after Apple, turning rivalry into smart marketing

In the fast-moving world of mobile phones, timing is everything, and Nothing appears to have mastered it. The London-based smartphone brand has officially announced that it will launch its much-anticipated Phone 4a series on March 5, 2026, just one day after Apple’s big March 4 event, where the iPhone 17e is widely expected to debut.

Instead of issuing a traditional invitation, Nothing’s co-founder and CEO Carl Pei grabbed attention by digitally spray-painting the word “Nothing” and the date “5 March” over Apple’s event invite and sharing it on social media. The move immediately sparked buzz across the mobile industry, positioning Nothing’s launch right in the middle of Apple’s hype cycle. The Phone 4a and Phone 4a Pro are expected to target mid-range buyers, especially in markets like India.

Leaks suggest the devices may feature Snapdragon 7s processors, up to 12GB RAM, 256GB storage, and improved camera systems. Reports also hint at an upgraded glyph lighting design on the back panel, a signature feature of Nothing phones. The Pro variant could offer IP65 water resistance and possibly eSIM support.

While Apple’s rumored iPhone 17e is expected to start at around $599, the Nothing Phone 4a series may be priced lower, making it attractive to younger and budget-conscious users. With this bold marketing move, Nothing has made one thing clear: in today’s competitive mobile market, grabbing attention is just as important as launching a new phone.