Is Nothing “settling” just like OnePlus? With the new Nothing UI 4 adding Glance lock screen ads and bloatware, we analyze if the enthusiast brand is breaking its “no bloatware” promise.
When Nothing entered the market, it was a breath of fresh air. Led by Carl Pei, it came with a strong promise: a clean, minimalist, bloatware-free experience. This “enthusiast” focus earned it a loyal following, much like another brand once did: OnePlus.
But with the recent Nothing UI 4 beta, that core promise is being tested. Nothing has announced the inclusion of “Glance” on its lock screen, sparking a massive debate.
The big question on everyone’s mind is: Is Nothing, the brand built on being different, about to “settle” just like OnePlus did?
The “Enthusiast Brand” Lifecycle
To understand what’s happening, let’s look at the two ways smartphone brands operate:
- The “Clean” Approach: Brands like Google Pixel offer a stock Android experience. They add their own (first-party) apps, but they don’t sell space to third-party app makers.
- The “Business” Approach: Brands like Oppo, Vivo, Realme, and budget Samsung phones come pre-loaded with third-party apps (bloatware) and ad-delivery systems like “Hot Apps” or “Glance.” These are partnerships; the brand gets paid to put those apps on your phone.
Nothing positioned itself firmly in the first camp. Their marketing even included videos showing how their unboxing was superior because it had no bloatware. In 2022, Carl Pei famously replied to a user, calling Instagram “bloatware.”
This is why the new update is so controversial.
The OnePlus Story: A Quick Reminder
OnePlus built its empire on the “Never Settle” motto. They gave enthusiasts what they craved: the best hardware for the price and a lightning-fast, clean OxygenOS.
But over time, things changed. OnePlus merged more closely with its parent company, Oppo. OxygenOS began to look and feel just like Oppo’s ColorOS. Bloatware started appearing—first on the budget Nord series, and then, eventually, on the flagship number series.
For many original fans, OnePlus had “settled.”
What’s Changing in Nothing UI 4?
The Nothing UI 4 beta, which is rolling out now, includes a significant new feature: Glance.
Glance is a “lock screen platform” (also known as “Lock Screen Poster” on Vivo or “Lock Screen Magazine” on Oppo) that shows you dynamic wallpapers, news headlines, and, most importantly, advertisements. It’s an ad-delivery system, plain and simple, and it’s how many brands earn extra revenue from their devices.
Facing backlash on Twitter, Nothing had to clarify. They stated that:
- This feature helps the company “sustain” itself financially.
- It will only be included on their “non-flagship devices”—meaning phones like the Phone (3a), (3a) Pro, and CMF phones. The main number series (like the future Phone 3) are supposedly safe… for now.
- They also mentioned the potential for “third-party apps and services.”
In a moment of pure irony, the justification for adding apps included Instagram as a useful app people install on day one—the very app Carl Pei once called “bloatware.”
Brand vs. Consumer: The Inevitable Conflict
From a brand’s perspective, this is a logical business move. Nothing has taken on significant investment. They have to grow, hire people, run marketing (like their brand ambassador deals), and make a profit for those investors. The vision of a small, pure startup has to change to meet the reality of a large, growing business.
From a consumer’s perspective, this is a betrayal. We don’t care about a brand’s profit margins; we care about the product we paid for. We bought into the promise of a clean, ad-free experience.
This is why you should always be a fan of the product, not the brand.
The “Good” News and The “Bad” News
To be fair, Nothing is handling this differently than others. For now, they’ve stated that Glance will be OPT-IN, not opt-out. This means it won’t be on by default; you’ll have to manually turn it on.
This is a good start. But it’s also how it begins.
Brands introduce these features slowly to get users accustomed to them. We saw it with OxygenOS. A few small changes, then a few more. People complain, then the complaining stops, and it becomes the new normal.
Nothing was smart. They didn’t fall into the Xiaomi trap of being known only as a “budget” brand. They launched CMF and the ‘a’ series early to target different price points. They built the expectation that cheaper phones might have trade-offs.
But this is the first major step away from their core identity. The “clean” brand now has a business model that includes ads. The change has begun.
What do you think? Is this a necessary business move, or the beginning of the end for Nothing as an enthusiast brand? Let me know in the comments.
Frequently Asked Questions (FAQ)
Q: What is “Glance” on the Nothing lock screen?
Glance is a lock screen feature that replaces your standard wallpaper with a rotating carousel of images, articles, and advertisements. It’s a way for the phone manufacturer to earn revenue from your device after you’ve bought it.
Q: Will my Nothing Phone (2) or Phone (1) get these ads?
According to Nothing, no. They have stated that Glance and other third-party apps will only be included on their “non-flagship” devices, such as the Nothing Phone (3a), (3a) Pro, and CMF-branded phones. The main number series (Phone 1, 2, 3…) are expected to remain ad-free for now.
Q: Can I turn off Glance on new Nothing phones?
Yes. Nothing has confirmed that this feature will be opt-in, meaning it will be turned OFF by default. You will have to manually choose to turn it on. This is much better than many competitors who make it “opt-out” and hide the setting.
Q: How is this similar to what happened with OnePlus?
OnePlus also started as an “enthusiast brand” with a 100% clean, ad-free operating system (OxygenOS). Over time, especially after merging with Oppo, they began adding bloatware (pre-installed apps) and features from Oppo’s ColorOS, which alienated many of their original fans. This move by Nothing is seen as the first step down that same path.
Q: What is “bloatware”?
Bloatware refers to third-party applications that come pre-installed on your phone by the manufacturer, which you may not want or need. Brands are often paid by the app developers to include them.
