Essential, a brand founded by Android creator Andy Rubin in 2015, has earlier confirmed that it will cease operations, and previously revealed that it will launch a new phone.Project GemNaturally, it cannot continue to be an actual commodity.
According to Essential's official statement, the reason for the decision to end operations was that it failed to find a suitable product development route, but some believe that Essential lost its main financial support and it was difficult to continue to support the company's operations.
Less than a few years after its founding, Essential announced the launch of its first smartphone, the Essential Phone. Although it was personally created by Android creator Andy Rubin, its actual performance was not much different from other mainstream Android phones. In addition, Google was also preparing to launch its first Pixel phone at the time, which made the Essential Phone's market momentum become a mere thunder with little impact.
Although it emphasized at the time that it would enter the field of smart home IoT and other applications, it seemed that it failed to attract significant market attention. Even the subsequent launch of a new mobile phone Project Gem with a long-screen design still failed to generate any support.
In addition, Andy Rubin's image was affected by the sexual scandal during his tenure at Google, and the subsequent reduction in funding has caused Essential to face operational difficulties. Therefore, the decision to terminate operations is an inevitable result.
With Essential's impending closure, all updates for the Essential Phone will cease after April 4th, and Newton Mail, acquired last year, will also cease service. However, Essential's closure will not affect Playground Global, the venture capital firm also founded by Andy Rubin.
