Ahead of iPhone 17 launch, Nothing CEO Carl Pei tells Apple CEO Tim Cook: “Let me know if you need product help”; Here’s why

What do you do when the world’s greatest tech brand steals your precious talent from your budding tech firm? You take a jibe at its CEO, as far as Nothing’s CEO Carl Pei’s latest social media stunt is to be considered.

It all started with a tweet from the former Nothing Software Creative Director, Mladen M Hoyss, announcing his big career move to Apple. The Berlin-based software designer has earned a reputation in the industry over the last few years for shaping Nothing’s software design ethos and establishing the upstart brand in a world dominated by giants like Apple, Samsung, OnePlus, Oppo, Vivo and Xiaomi.