Nothing, the consumer tech startup created by OnePlus co-founder Carl Pei, is set to officially launch its first long-awaited smartphone at an event on July 12.

The company will hold the launch event at 11 AM EDT in London and broadcast it live at the same time. The presentation's slogan is the phrase "Return to Instinct," which implies the minimalist design of the smartphone and its user interface – Nothing OS. The device is expected to go on sale immediately after the event, at least in some regions, including China.

Nothing previously released a beta version of the Nothing OS launcher – its own Android 11-based Launcher. And now the Nothing Phone 1, which is expected to be the name of the new product, seems to be ready for the market.

Details about the Nothing Phone 1 are still scarce. It is reported that the phone will have transparent elements in its design, illuminating light strips on the back of the device, and will run on a Qualcomm Snapdragon processor. The cost of the device, possible configurations, and color options are still unknown.

Carl Pei Launches Nothing, a New Consumer Tech Company
According to the startup’s founder, Nothing plans to initially make most of its profits from hardware rather than software subscriptions.

The Nothing Phone 1 will be Nothing's second product. Last year, the startup released the Nothing Ear 1 true wireless earbuds, featuring an original design and great sound characteristics.

Previously, Carl Pei noted that Nothing is working on many products in a number of categories, aiming to create an entire ecosystem of interconnected smart devices.