It sounds like the Essential Phone is dead. A news from Bloomberg says a smartphone startup has “cancelled” a subsequent smartphone. The company, that was once valued during a billion dollars before ever shipping a product, is now “considering offered itself.”
Essential introduced itself to a open in 2017 as a new record association founded by Andy Rubin, co-founder of Google’s Android OS. Its initial product was a Essential Phone, a high-end, slim bezel smartphone with a notched shade and ceramic body. The Essential Phone launched in Sep 2017 with a flattering bad initial impression. The phone was delayed 3 months from a strange launch window, and early business had their private information leaked by Essential patron support, an occurrence Rubin called “humiliating.” The phone was originally $699, though bad sales fast led to a cost dump of $200. Bloomberg says Essential sole “at slightest 150,000 to date, according to a chairman informed with a company.”
The Essential Phone was designed during a time when smartphone manufacturers all suspicion modular smartphones would be The Next Big Thing™. Along with Motorola, LG, Fairphone, and Google’s Project Ara, Essential wanted to emanate a exclusive appendage ecosystem of products that could snap onto a phone. Like each other modular smartphone, Essential’s modular complement was a failure, and usually one procedure was ever combined for a Essential Phone: a $200 360-degree camera. The camera was low resolution, bulky, and hot. It was so prohibited that it had an tangible cooling fan inside a camera that would spin adult when we took 360-degree pictures.
The unsuccessful modular complement can be combined to a prolonged list of designed Essential products that never (at least, during a time of writing) done it to market. Essential designed to sell a charging wharf that clipped into a Essential Phone’s modular charging pins, though that product never materialized. Essential is presumably operative on a intelligent home device, Essential Home, that was announced alongside a phone in May 2017. So distant that product hasn’t materialized either. The Essential Home is ostensible to have a tradition handling complement called “Ambient OS,” though that does not publicly exist to date. Ambient OS is ostensible to be open source, though there’s still no open repo.
For now, intelligent home products are apparently a destiny for Essential. The Bloomberg news says engineers have been pulled off of smartphone supplement avocation and that a association is now focusing on removing a intelligent home product out a door. The Essential Home is “on track for recover by subsequent year,” according to a report. Renders of a Essential Home make it seem only like an Echo Dot—a round orator with a shade on tip that can arrangement a weather, maps, calls, and music. The product does not use Google or Amazon intelligent home services, that sounds like a tough sell.
We always have mixed products in growth during a same time and we welcome canceling some in preference of a ones we consider will be bigger hits. We are putting all of a efforts towards a future, game-changing products, that embody mobile and home products.
— Andy Rubin (@Arubin) May 24, 2018
Shortly after a Bloomberg news went up, Rubin responded on Twitter, saying, “we welcome canceling [products]’—a matter that clearly confirms a termination of a Essential Phone 2. A follow-up news from The Information quoted Rubin as revelation employees, “no one (including me during this moment) knows what a best thing for a association will be.” Rubin reportedly positive employees that “we are not shutting down a company” and that Essential is “working with bankers to lift money.”
You can supplement Essential to a list of one-and-done companies that managed one recover cycle in a US smartphone marketplace before fast giving up. Amazon unsuccessful with the Fire Phone. LeEco arrived on US shores and promptly exploded. Facebook speedran a “quit a smartphone market” difficulty with the HTC First, that has a ostensible world-record lifespan of one month on a market. Blackberry became an Android OEM for a year before selling out to a Chinese company. The Nextbit Robin managed to tarry for a year before Razer snatched it up. (Place your bets on a Razer Phone 2 in a comments.)
Now Essential is bowing out of a smartphone competition after reduction than a year. Smartphones are hard.