Tech Desk 
Aug 28, 2025
An undated image of a person holding a Nothing Phone (3). — Nothing
The latest flagship from the London-based tech brand Nothing, the Phone (3), is in hot water after users discovered in-store demo units used stock photos instead of real camera samples.
With its see-through design and mid-tier price point with flagship-level features, Nothing has promoted the Phone (3) for its upgraded camera performance.
Customers noticed right away that demo devices were showing beautiful photos of a spiral staircase, a rounded headlight, and a person standing near a window.
These beautiful photos were quickly attributed to a stock photo marketplace, and then one photo was linked to a 2023 Instagram post shot on a Fujifilm X-H2S camera. The photos were shown as if they were shot on the Nothing Phone (3), leading to criticism on social media.
In a post on X (previously known as Twitter), Nothing’s Co-Founder Akis Evangelidis addressed the issue, stating that the stock photos were uploaded on demo units four months before launch as placeholders, with the intent to replace the photos with real Phone (3) camera samples closer to launch.
Unfortunately, some demo units were not updated promptly, which resulted in the controversy. Evangelidis said that an internal investigation had been opened and promised that the company will make sure demo units going forward accurately represent the actual camera quality of the Nothing Phone (3).
He also said the brand could have, instead, used images of older Nothing phones, which would have also been more accurately authentic as placeholders.
The incident has triggered a teachable moment for the company, highlighting that consumers expect transparency not only in design, but in marketing as well.
