Stories

Ina Fried Aug 18
SaveSave story

Essential faces uphill battle in crowded phone market

Essential

In building Essential Products, Android co-founder Andy Rubin insists he isn't trying to build a phone company, but rather a new consumer electronics brand.

Starting with a smartphone, Rubin says, lets Essential kickstart the business by starting with a well understood and huge category.

But, in starting there, Essential is diving into a brutally competitive and demanding market, meaning that a lot of energy is going to be going in that direction.