Smartphone startup Nothing will promote its subsequent flagship mannequin, the Nothing Cellphone (3), within the U.S. by means of its web site and Amazon, TechCrunch has solely discovered.

Nothing, which is able to unveil the brand new cellphone early subsequent month in London, has launched eight telephones since its inception in 2020, however just one, the Cellphone (2), has made it to normal sale within the U.S. thus far. Earlier than that, customers had to enroll to purchase a cellphone by way of a beta program, and there was no after-sales help, although you would return the system inside 14 days to get a full refund.

“We’ve got all the time stated we’re constructing for the long run, and now we’re able to take that subsequent step within the U.S. Cellphone (3) is not only one other launch. It’s a sign of the place we’re as an organization. The smartphone market within the U.S. is dominated by two gamers, however lots of people are hungry for one thing completely different,” Carl Pei, Nothing’s CEO and the co-founder of OnePlus, informed TechCrunch.

“We’ve got already seen robust conversion charges from customers switching to Nothing, and with Cellphone (3), we’re going after that chance in a way more targeted manner. That is the suitable product, and the suitable second, to begin scaling in North America,” he added.

Pei is banking on the truth that Nothing’s give attention to differentiating the design of its smartphones will entice people who find themselves searching for options to Apple, Samsung, and Google.

Out of the field, Cellphone (3) will help AT&T and T-Cell protection with multi-band help for 4G and 5G — that’s a step up from the restricted provider compatibility of its earlier fashions Cellphone (2a), Cellphone (2a) Plus, and CMF Cellphone 1.

And in Canada, Nothing is partnering with Finest Purchase to promote its new flagship, together with a brand new over-ear headphone mannequin, Headphone (1), on retail channels for the primary time.

In a video in March, Pei stated Nothing Cellphone 3 will function premium supplies, main efficiency upgrades, and “software program that basically ranges issues up.”  He additionally stated the system could be priced round £800, which could translate to round $1,000 within the U.S. That might put the Cellphone (3) in direct competitors with the iPhone 16 Professional and the Samsung Galaxy S25+.

In accordance with analysis agency Counterpoint Analysis, Nothing’s cargo numbers for 2024 have been within the “low-single-digit hundreds of thousands,” and India was its greatest market.

The agency’s senior analysis analyst, Maurice Klaehne, informed TechCrunch that Google and Motorola have made some inroads within the U.S. within the premium units market, which is dominated by Samsung and Apple. He added that whereas Pei’s former firm, OnePlus, additionally sells unlocked units within the U.S., its cargo volumes are low. This implies Nothing has an uphill climb forward within the North American market.

Nothing has thus far raised greater than $250 million over a number of rounds.