the ROME – “Serving diversity and greater choice”. These were the words which launched in 2017 by the Essential, the company founded by Andy Rubin and evaluated a billion dollars. The “father” of Android, the smartphone operating system that now dominates the world of telephony with a market share of 86,6%, wanted to give a hard time to the iPhone of Apple and Galaxy Samsung. Now, however, throws in the towel, after years of developing the second, and very strange to phone, Project Gem.
We’ve been working on a new device to reframe your perspective on mobile. It’s now in early testing with our team outside the lab. Look forward to sharing more in the near future!!! #ProjectGEM pic.twitter.com/BnVy7yM2Kj
— Essential (@essential) October 9, 2019
The dreams of Rubin, 57, and his partner Nicolo De Masi , class of 1981, you are broken on the inability to find a niche market, as others had done in Asia, starting from OnePlus. “Despite our best efforts (…) unfortunately we do not have in front of you clear a path to get to the customer,” it says on the website of the company. “For this we have taken the difficult decision to stop operations and stop is Essential”.
and Yet the company started from the Silicon Valley and with big ambitions: “We’re not proposing a phone high-end to mid-price, but a smartphone that no one has ever built”, had told the same De Masi at this newspaper. “We aim at the innovation and not the profits”.
