It looks like Andy Rubin has cancelled his Essential Phone 2 and the company is going up for sale. This has not been confirmed by Essential as yet.
The news comes in a report from Bloomberg who have revealed that Essential have hired Credit Suisse AG to advise on the possible sale of the company.
The sale is apparently going to include the whole company, the patents it holds, and its range of hardware that it has been working on.
Background of Essential and Andy Rubin
Andy Rubin is the creator of Google’s Android OS, which has become one of the most popular operating systems for mobile devices worldwide. He launched Essential in 2015 with the vision of creating high-quality, innovative smartphones. The company’s first device, the Essential Phone, was released in 2017 and was praised for its design and build quality. However, despite the initial hype, sales of the first device have not met the company’s expectations, leading to multiple price reductions in an attempt to boost sales.
Challenges and Future Prospects
The company was rumored to be working on their Essential Phone 2, which was expected to be released this year. This has now apparently been cancelled for at least now, whether the new owner will launch the device remains to be seen. The cancellation of the Essential Phone 2 is a significant setback for the company, as it was expected to address some of the shortcomings of the first device and help establish Essential as a serious competitor in the smartphone market.
The potential sale of Essential raises several questions about the future of the company’s products and its employees. If the sale goes through, it will be interesting to see how the new owner plans to leverage Essential’s assets, including its patents and hardware. There is also the possibility that the new owner may decide to revive the Essential Phone 2 or develop new products based on Essential’s technology.
In addition to the Essential Phone, the company has also been working on other hardware projects, including a smart home device called Essential Home. The fate of these projects is also uncertain, and it remains to be seen whether they will be continued or shelved by the new owner.
The smartphone market is highly competitive, with major players like Apple, Samsung, and Huawei dominating the landscape. For a relatively new company like Essential, gaining a foothold in this market is a challenging task. The company’s struggles highlight the difficulties faced by new entrants in the smartphone industry, where innovation and differentiation are crucial for success.
Despite the challenges, Essential has made a significant impact on the industry with its focus on design and build quality. The Essential Phone’s edge-to-edge display and titanium and ceramic construction set it apart from other smartphones on the market. These design elements have influenced other manufacturers and contributed to the trend of bezel-less displays and premium materials in smartphones.
The potential sale of Essential marks a turning point for the company and its founder, Andy Rubin. While the future of the Essential Phone 2 and other projects remains uncertain, the company’s contributions to smartphone design and innovation will not be forgotten. The outcome of the sale will determine the next chapter for Essential and its place in the ever-evolving smartphone market.
Source Bloomberg
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