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Why it's so hard to break into the smartphone market

Andy Rubin
Andy Rubin. Photo: Essential

How hard is it to crack into the smartphone market? Even the father of Android can't seem to do it.

The bottom line: Rubin's plan was to start with a smartphone and then quickly expand into smart home and other consumer electronics products. But as I cautioned at the time, the smartphone market is brutally competitive. By starting with a phone, Essential was risking not being able to get to the next part of the plan.