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Android creator Andy Rubin launches Essential Phone

Android creator Andy Rubin launches Essential Phone : Android creator Andy Rubin launches Essential Phone
Share this with Email Facebook LinkedIn LinkedIn WhatsApp LinkedIn Copy this link These are external links and will open in a new window. Andy Rubin, one of the creators of Google's Android software, has launched its own high-end smartphone. Rubin left Google in 2014 to create Playground, a technology investment company. Essential is one of the companies that finances and Essential Phone is its first product. The device runs the Android operating system and went on sale in the US. For $ 699 (£ 540). However, it will be difficult to enter the huge market dominance of established brands. Samsung currently has the largest share of the smartphone market, with 21% of global sales, according to analyst Gartner. Apple enjoys 14%. Apart from the Chinese giants who offer subsidized devices, smaller companies have found it difficult to even order a single-digit market share - and Essential Phone prices will make it even more challenging. But Rubin told an audience in California that he believed there was room in the Android market for another big player besides Samsung, and that Essential was aiming to be a major consumer brand with several products. In addition to Phone, Essential "soon " will sell to Home an independent assistant similar to that of Alexa from Amazon and Google Home. The essential phone is made of titanium and has a screen that extends through most of the device, with minimal bezel. On the reverse, two magnetic dots are designed to make it easy to fit the accessories, as a complement to the 360-degree camera the company is also offering. There are two built-in rear chambers: combined lenses allow you to take better pictures in low light, Essential said. The front camera (selfie) is in line with competitors, offering an eight megapixel sensor. Mr. Rubin promised that the design of titanium made the phone strong enough not to need a case. There are no logos on the device - something that helps the phone look clean, but it will make it even harder to build brand recognition among smartphone buyers who do not follow technology news. The specifications of the phone will not shake the smartphone market in any meaningful way. However, Mr. Rubin's reputation as the man who designed the most widely used mobile operating system today will mean that Essential will be a company to see. In particular, its plan to launch a home-based wizard along with its own operating system, Ambient OS, could offer an attractive alternative to Google

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