Home / Mobile / Andy Rubin’s Essential is reportedly up for sale and has cancelled work on its next smartphone

Andy Rubin’s Essential is reportedly up for sale and has cancelled work on its next smartphone


Essential, the smartphone firm helmed by Android co-creator Andy Rubin, is making an attempt to promote itself and has cancelled growth of its subsequent cellphone, Bloomberg studies.

The report states that Important has employed Credit score Suisse Group AG to advise them on probably promoting itself. The corporate raised $330 million from traders, together with Rubin’s personal Playground World, Tencent Holdings and the Amazon Alexa Fund. The information of a possible sale accompanies information that the corporate has ended growth on its subsequent smartphone, a serious blow for a corporation aimed to problem corporations like Apple and Samsung with a tool that it hoped would maintain its personal.

“We at all times have a number of merchandise in growth on the similar time and we embrace canceling some in favor of those we predict might be greater hits,” an Important spokesperson instructed TechCrunch. “We’re placing all of our efforts in direction of our future, game-changing merchandise, which embody cell and residential merchandise.”

The Important cellphone went on sale in August for $699 with a daring, diminished bezel design that was quickly current on quite a lot of smartphones. A report from IDC instructed that the corporate only sold 88,000 phones in 2017. Sluggish gross sales prompted the corporate to slash $200 off the value of the cellphone simply months later, incomes it a value that one in every of my colleagues called the “finest deal in smartphones.”

Although Important’s smartphone remains to be on sale, with no clear plan to proceed their smartphone line, it’s fairly doubtful how they’ll proceed their dream of a unified expertise centered across the firm’s ambient OS. The corporate has already detailed a few of their work on Important Dwelling, a house assistant hub that would come with a round show that would additionally ship visible notifications.

Important was at all times setting itself up for a David/Goliath battle, however evidently 9 months after displaying off their flagship smartphone they’ve realized they weren’t fairly able to go up towards the giants.



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