Essential Phone 2 Development Reportedly Halted

Brunilde Fioravanti
Mag 25, 2018

According to the reports, the company has now cancelled all the developments on their next smartphone model Essential PH-2.

Rubin's startup has hired Credit Suisse Group AG to advise on a potential sale and has actively courted interest from numerous company is.

After receiving numerous private investments from companies such as Amazon and Redpoint Ventures, the company founded by the creator of Android, Andy Rubin, has conducted a market investigation related to a hypothetical sale and seems to be seriously considering this solution. "We always have multiple products in development at the same time, and we embrace cancelling some in favour of the ones we think will be bigger hits", Rubin tweeted. Afterall, Andy built Android, surely he could create a company around the OS and do magical things, right? When the device finally made its way to buyers, they began to complain about technical problems with the cameras, touch screen and function calls. That allowed the company to divert resources to an upcoming smart home product - something Essential announced a year ago, but never delivered.

The Essential Phone, or the PH-1, was a phone built with premium materials that focused on a minimalist and handsome design, and was in many respects ahead of its time, compensating for the bezel-less screen with a distinctive early example of the display notch. The company may also hire a third-party manufacturer to release devices under the brand Essential.

The Essential Phone was a promising flop that had us excited for the sequel.

The promise of the phone was the modularity-it featured a magnetic connector at the back where add-ons could be attached, but the company only developed one, a $50 360-degree camera. This device could launch next year, though Essential has said little about it since offering a rudimentary preview in August of 2017. In the smartphone world, this number is tiny, but also not too surprising as it was a first-gen product from a startup company.

Rubin gave more insight into the ongoing process in an email to employees obtained by The Information. The company debuted its first smartphone named Essential PH-1 amid a lot of fanfare but IDC estimates it to have sold fewer than 90,000 units in its first six months. Brian Wallace, the original vice president of marketing, left just weeks after the company started.

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