In the fiercely competitive Android smartphone market, British startup Nothing is trying to do things a little differently—from its product design to its pricing strategy. But how does a brand that's keen to be disruptive remain competitive in an industry that's struggling for innovation? WIRED: In March, you released your latest smartphone, the Nothing Phone (3a). Carl Pei: First of all, we are the only startup in the industry, so we actually have a lot of disadvantages. We have to be—if we don't have industrial scale, we need creativity to remain competitive in this industry.