London, October 2025: UK-based smartphone company Nothing has started showing ads inside its software interface, joining the growing list of smartphone brands that monetise through in-app promotions. The move has sparked mixed reactions among users, many expressing frustration over the shift from a clean, minimal interface to one featuring promotional content.
According to reports, ads appear in system apps and notifications, promoting Nothing’s own products and partner brands. The company claims these ads aim to “enhance user engagement” and fund software updates and ecosystem growth.
However, fans argue this decision goes against Nothing’s original philosophy of offering a distraction-free, minimalist smartphone experience. Many users took to social media to voice disappointment, saying they expected a “premium and ad-free” experience for the price they paid.
While Nothing has not clarified if users will get an option to disable ads, experts suggest this could become a revenue model for future updates or ecosystem services like Nothing X and CMF by Nothing.
Summary Table
| Particulars | Details |
|---|---|
| Company | Nothing Technology Ltd. |
| New Feature | Ads introduced in Nothing OS |
| Device Range | Likely all Nothing Phones (Phone 1, 2, 2a) |
| Ad Type | System-level and promotional notifications |
| Reason | To support ecosystem growth and updates |
| User Reaction | Mostly negative; users express frustration |
| Company Response | Claims ads will “enhance engagement” |
| Possible Opt-out | Not yet confirmed |
| Launch Year | 2025 |
| Impact | May affect brand loyalty and premium appeal |
