Nothing Goes AI-First: Can Wearables Save Phone Losses?

According to Counterpoint data, Nothing phones shipped about 1.5 million units globally in 2024, ranking outside the top 30 in the smartphone market, with revenue barely exceeding $300 million. Meanwhile, global shipments of AI wearables grew by 40%, with the market size surpassing $20 billion. One is a burden business with nearly zero annual profit, and the other is a blue ocean growing at double digits annually. So when Nothing says they're pivoting to an AI-first approach, honestly, it makes perfect sense.