Why? The illusion of choice? Are Nothing’s phones not selling well?
The CMF brand is aimed at the budget audience. Meanwhile nothing is in the upper midrange segment. Thats why.
Still seems strange, why not just open a new line with the Nothing name? Samsung lines goes from A15 to S22 Ultra within the same brand
It’s a common practice for car manufacturers. It lets a company gain more market penetration without diluting the expensive brand with cheap models. Companies can start in either camp and create sub brands in either direction. Hyundai for example had their affordable brands Hyundai and Kia, but also have Genesis as their upscale brand. It can also allow each sub company “friendly” competition as with Kia and Hyundai. They share some features and frameworks but they can each have their own teams focusing on different design languages and packages that let them go after the same market and some different edge cases . Ultimately, yeah illusion of choice but there are still some differences.
