Nothing Pulls Back on Ads and Bloatware After User Backlash

Nothing Reconsiders Its “Ad Experiment”

After months of criticism from frustrated users, UK-based smartphone brand Nothing has announced it will remove most ads and pre-installed apps from its devices. The company’s decision marks a significant backtrack from a 2025 update that introduced controversial lock screen ads and “recommended apps.”

The reversal follows one of the biggest user backlashes the young brand has experienced, especially given its founding promise of minimalism and bloat-free software.

What Sparked the Backlash?

The trouble began in October 2025, when Nothing rolled out its Android 16-based Nothing OS 4.0 update.
This update quietly introduced:

Lock Glimpse – a lock screen ad feature cycling through sponsored wallpapers
Meta App Installer, Manager, and Services – pre-installed software users could not fully delete
Suggested apps and banners during setup and updates

While the company initially claimed these additions would “enhance user experience” and “support affordable pricing,” users quickly voiced their anger on Reddit, the Nothing Community forums, and social media. Many felt betrayed by Nothing’s previous slogan: “Nothing OS takes out the bloatware.”

Nothing’s Official Response: Cleaning House

Facing sustained pressure, Nothing confirmed it would remove Lock Glimpse entirely from the main Nothing Phone lineup (including the Nothing Phone 1, 2, and 3 series) through software updates.

Key changes include:

Complete removal of the ad-based Lock Glimpse feature from existing devices.
Ability to fully uninstall all Meta apps (Installer, Manager, Services) after a system restart.
Option to disable setup ads and update suggestions through settings.

However, the budget Phone (3a) Lite will retain Lock Glimpse — though disabled by default — as part of the company’s effort to maintain lower pricing.

According to Nothing’s statement, the company wants to “redesign Lock Glimpse into something meaningful, less intrusive, and more optional” before considering any future return.

Balancing Revenue and Reputation

Nothing initially defended the ad rollout as an experiment in “alternative revenue streams.” Co-founder Akis Evangelidis argued that the pre-installed apps were carefully chosen and would help offset rising production costs.

But for many fans, the damage was already done. What made Nothing special — its clean Android experience and focus on transparency — seemed to fade overnight. Tech reviewers also criticized the company for breaking trust with loyal users.

The company’s reversal signals a hard-learned lesson: in the fiercely competitive smartphone market, reputation and user trust are worth far more than ad revenue.

What This Means for Users

If you own a Nothing Phone, expect an update in the coming weeks.
Here’s what you can do:

Update your phone to the latest Nothing OS version as soon as it’s available.
Restart after uninstalling Meta apps to remove them completely.
Check Settings → Recommendations to disable sponsored suggestions.

These steps will restore most of the original “clean Android” feel that drew users to the brand in the first place.

A Step Toward Redemption

This is a pivotal moment for Nothing.
The brand built its identity on honesty, simplicity, and user-first design — and walking back intrusive ad policies is a strong move to reclaim that image.

For consumers increasingly worried about data privacy and unwanted ads, Nothing’s U-turn proves that public feedback still matters. In the long run, doubling down on a trustworthy ecosystem might be the smartest business decision of all.