All for healthy competition for Apple. In fact, can we say there's enough real competition in the smartphone and tablet market? Does Apple not tend to err on the side of stagnation when they don't have a fire lit directly under their ass? That being said, it's not easy for me to take the Nothing brand seriously. The concept isn't hard to grasp, sure. Plus, I'm all for transparency returning to modern product design (and companies in general COUGH). But the name "Nothing" and the nature of it's implementation of said transparency.. It just doesn't command brand quality. It's boring. It's...nothing. That's the point, but I'm playing the role of Stupid Consumer here. Me me want shiny. Gib Shiny. 99% of value is perceived value, and if there's one thing Apple's been not terrible at, it's been giving their premium devices a premium feel, even ones at the mid-range/low-end price point. I'm sure Nothing's a lovely phone... (as lovely as an Android phone can be), and phone prices are downright garish so cheap handsets are a welcome treat, but I'm not inclined to drop my ill-gotten wages on a phone called "Nothing" that looks like some cheap Etsy replacement back case for a fake iPhone 11 just so I can see the pretty internals.