Nothing company now owns the Important label, for some reason

Nothing, the currently-launched startup from peculiar OnePlus executive, Carl Pei, has acquired the Important label, in step with a bellow from 9to5Google citing filings on the UK Mental Property Web disclose of enterprise. Important, pointless to claim, became once the company started by Android creator Andy Rubin after he left Google. It launched a single smartphone earlier than shuttering its doors attributable to miserable gross sales performance. Nothing’s acquisition, which became once performed on January 6th, 2021, before Pei’s formal announcement of Nothing, it looks entails all of the emblems, label, and other branding of Important.

It’s now now not sure what Pei’s contemporary company plans to attain with the Important label (or the leisure else for that subject; the trip wager on what precisely Nothing’s product plans are is as scant because the company’s name itself), however as 9to5Google notes, there isn’t noteworthy aside from the label left at Important, for the rationale that company closed its doors final year. Important had deliberate to free up a apply as a lot as the one smartphone it did bring to market, apart from launch an ambitious contemporary dapper dwelling platform, however neither of these ever made it out of planning phases and were obviously scrapped.

Photo by Vjeran Pavic / The Verge

It’s furthermore now now not sure why precisely Nothing would need to variety the Important label, which is able to easiest be described as “tarnished” after a failed product launch and association with Rubin’s name. A 2018 bellow from The New York Instances detailed allegations of sexual misconduct levied in opposition to Rubin in some unspecified time in the future of his time at Google and an enormous $90 million buyout he got for leaving the company.

9to5Google’s article says that Nothing will show extra info about its approaching near merchandise finally to future, so in all likelihood we’ll learn extra about what it plans to attain with the Important label sooner in resolution to later. We’ve reached out to Nothing for touch upon the subject and will replace this article ought to the company reply.