“They’re Just Not That Creative Anymore” – Carl Pei Dethrones Apple as Tech’s Muse

Carl Pei, co-founder and CEO of London-based tech company Nothing, has publicly criticized Apple, claiming the tech giant has lost its creative edge. In a recent interview with Wired, Carl Pei voiced his disappointment in what he sees as Apple’s shift from being a source of inspiration to a corporate behemoth that no longer innovates in meaningful ways.

Is Apple Just ‘A Big Corporate’?

“Personally, I was very inspired by Apple when I was younger — the first iPod, the first iPhone — that’s the reason I’m in this industry,” said Pei. “But now, the creative companies of the past have become very big and very corporate, and they’re no longer very creative.”

Apple Intelligence “Underwhelming”

Carl Pei specifically pointed to Apple’s much-hyped launch of “Apple Intelligence” in 2024, which the company touted as a revolutionary AI upgrade for its devices. According to Pei, those promises have not materialized into anything substantial.

“Last year, they told a very big story about Apple Intelligence. Now, a year later, it’s not much more than some generated emojis. So it’s made consumers very sceptical,” he remarked.

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A Vision Beyond Apps

Despite his critique of Apple, Carl Pei remains optimistic about the future of smartphones—particularly the role of AI. Instead of flashy features meant to impress investors, he believes AI should quietly solve real user problems and elevate product experience behind the scenes.

“We want the product to be the story,” Pei stated, emphasizing that AI should be seamless and truly useful rather than just a buzzword.

Pei predicts a major transformation in how people interact with their devices over the next decade. He envisions a world where the smartphone operating system becomes the “only app,” an intelligent and proactive interface that understands users’ context, schedule, and preferences.

“The system knows your situation, time, place, and schedule, and it suggests what you should do,” Pei said. “It will be agentic and automated and proactive.”

Carl Pei – Creativity Over Scale

Carl Pei also emphasized that smaller companies like Nothing may have a unique advantage in this evolving landscape. Without the massive industrial scale of companies like Apple, they must rely on innovation and bold ideas to stay competitive.

“We have to be — if we don’t have industrial scale, we need creativity to remain competitive in this industry,” Pei explained.

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