https://techcrunch.com/2023/07/11/nothings-phone-2-is-up-for-pre-order-starting-at-599/

Nothing was founded on a simple premise: phones are boring. This wasn’t always the case, of course. There was a time before the smartphone became a commodity when the tech world waited with bated breath for the latest device from Apple and Samsung.

Ultimately, however, these companies painted themselves into a corner. Phones got too good. For years, new devices have felt incremental, people have started holding onto their phones longer and sales began to plateau and eventually decrease.