Essential Products launches lofty goals to rival tech giants
Investors in Apple Inc. and Google parent Alphabet Inc. should be paying attention to Essential Products, not only because the new company’s suite of offerings includes a premium smartphone and a smart home assistant, but more so because of who’s behind it.
That’s none other than Andy Rubin, the co-founder of Android in 2003, and before that, one of the people behind Danger Inc., which launched the T-Mobile Sidekick phone. He’s also worked at both Apple and Microsoft.
“Andy Rubin’s new company Essential is nothing if not ambitious, as it is attempting to compete directly with some of the largest companies in the world,” said Benjamin Schachter, a New York-based analyst at Macquarie Capital Markets.
He noted that Essential would probably be written off as an “idealistic moonshot” were it not for Rubin’s track record in innovative mobile software and hardware.
The flagship Essential Phone has a US$699 price tag and includes premium components, as well as a titanium and ceramic body, unlike the aluminum used by Apple and Samsung. Those features probably won’t get consumers all that excited, but Essential’s design philosophy may. Rubin highlighted them in the company’s announcement. He wants smartphone users to know that devices are their personal property, and Essential won’t force people to have anything on them they don’t want.
The company also promised to “always play well with others,” and called closed ecosystems “divisive and outdated.” Another potential selling point is Essential’s statement that “devices shouldn’t become outdated every year” and they should evolve with users.
These goals are being implemented through the use of a stock version of Android Nougat, the seventh major version of the popular operating system. It also offers no bloatware — unwanted software often included on new devices — in addition to zero branding on the phone, a full-screen design, dual camera system, and what could be a promising modular design for accessories.