British tech startup Nothing has confirmed it will launch its next smartphones on March 5, and the brand appears to be gearing up to try and steal some of the limelight from tech giant Apple.

Apple is hosting media events on March 4 in New York and London where it is rumoured we’ll see the launch of the iPhone 17e, a new mid-range device that will replace the iPhone 16e.

In an announcement, Nothing said it will unveil its Phone 4a series the day after Apple’s event at 10:30am GMT at an event in central London. The use of the term ‘series’ implies we will see at least two mid-range Android phones announced, just like we did last year with the March launch of the excellent Nothing Phone 3a and 3a Pro.

In a typically goading move, Nothing CEO and founder Carl Pei posted an image to social media of Apple’s March 4 media invitation, but spray painted in pink with the words “Nothing” and “5 March”:

Since its founding in 2020, Nothing has marketed itself as an alternative, design-led brand, releasing mainly smartphones and headphones at prices that often undercut rivals. I’ve used all of their phones to date, and find the software excellent, with a minimal and thoughtful approach not seen on the comparatively cluttered interfaces of Samsung and OnePlus’s Android versions.

According to online leaks and rumours, the Nothing Phone 4a will come in blue and pink colours, something which Nothing itself has teased in social media posts.

The Phone 3a came in an electric blue colour, breaking away from the black and white aesthetic elsewhere used by the brand, while other products such as the Nothing Ear A earbuds came in a yellow option.

I hope Nothing decides to dabble in a bit of colour, because while it has a rather austere, too-cool-for-school aesthetic, it does make smartphones with unique designs compared to the rest of the market, so why not have a bit of fun with a little more colour too?

Pei said in a recent video posted on Nothing’s YouTube channel that the firm would not release a sequel to 2025’s £799 flagship Nothing Phone 3 in 2026, leaving the door open for the Phone 4a series to be its main phone launch of the year.

“[W]e’re going to be focused on leveling up our (a) series with the (4a),” he said. “It’s our best selling series and we’re really excited about taking this even closer to what a flagship experience is going to be across the board from materials, design to screen, camera, etc.”

The Phone 3a stood out for its design and a telephoto lens on a phone that cost from just £329, while the 3a Pro improves the cameras even more at £449. So far, the designs of these phones have not leaked, which makes this release all the more exciting for budget phone fans looking for their next upgrade.

The flagship Phone 3 ditched Nothing’s Glyph lights, which on previous phones including the 3a and 3a Pro can be programmed to light up when the phone is face down to indicate various notifications or functions, such as a countdown timer.

It’ll be interesting to see if Nothing sticks with lights on the 4a series or tries something like the Glyph Matrix from the Phone 3, which is a circular dot matrix readout.

Whatever Nothing launches, it is very likely to be more eye-catching than the iPhone 17e. Although any new iPhone grabs headlines, rumour has it the 17e will add the Dynamic Island notch and MagSafe, while retaining the single camera of the iPhone 16e. Let’s hope Apple decides to offer the 17e, should it be announced, in colours other than black or white.