Devices > Emerging Devices Blog

Andy Rubin's Comeback with a Stunning New Smartphone

by Ville-Petteri Ukonaho | 5月 30, 2017

Today 30.5. 2017 Andy Rubin, the father of Android, made a spectacular comeback to  the smartphone industry by launching a new product with his Essential Products company. The phone is simply called Essential PH-1 and is company's first smartphone. Alongside the new smartphone Essential announced a 360 add-on camera for the phone as well as as Amazon Echo type home assistant device with new operating system called "Ambient".

The phone has mighty impressive specifications. The phone is basically bezeless as the 5.71 inch display covers nearly all of the phone's front and has an unique aspect ratio of 19:10. Resolution of the display is at QHD (2560 x 1312 pixels). Phone is equipped with dual camera setup where main 13MP camera is accompanied with a 13MP monochrome camera for better low light image fusion. Front camera is beautifully inserted so that the display wraps around the camera making top bezels as thin as possible. Processor is Qualcomm 835 processor with 4GB of RAM, and 128GB of storage. Phone also has wireless charging and a fingerprint sensor on the back.

Phone is built from titanium and ceramics giving it the premium aesthetics.  Andy has also removed all logos and other texts from the body for minimalistic look and feel. Naturally as the phone is from Andy Rubin, software is pure version of Android Nougat 7.1.1. 

Full Specs are:

- 5.71-inch display with 2560x1312 pixels resolution
- Snapdragon 835 processor, LTE 
- 4GB RAM,128GB internal storage.
- 13MP dual rear cameras (RGB+Monochrome) with image fusion technology, f/1.85, 4K video
- 8MP front-facing camera with f/2.2 and 16:9 ratio, 4K video
- Accelerometer, Magnetometer, Gyroscope, Proximity/Ambient Light Sensor
- USB Type-C, Bluetooth 5.0, NFC, 802.11a/b/g/n/ac with MIMO, GPS, and GLONASS
- Magnetic dock, 6Gbps Wireless Accessory Connector, 4x microphones with noise cancellation,  2x accessory pins
- 3040mAH battery with fast charging

Black Moon

Device borrows something from Lenovo playbook and introduces magnetically attachable accessories. The first accessory announced alongside the new phone is the 360 degree camera. The camera has dual 12MP sensors and is  capable of 4K video recording at 30fps, audio is captures using four microphones. The camera uses magnet to attach and two small pads to connect to the phone, similar setup to Moto Mods.

The phone is undoubtedly the most interesting phone announced so far this year. The device will first come available to US markets with a wholesale price of ~US$550

Alongside with the phone, Essential Products launched their new Essential Home device that is an assistant device for home.

Image result for Essential Home assistant

Essential Home lets your control your music, ask general questions, set timers, and control your lights, capabilities already familiar from Google Home and Amazon Echo. It remains to be seen if the device with its new Ambient OS operating system will find its place alongside the rivals that have been around for much longer.

Andy has a different approach to innovation and expected sales from the rest. He says he is not even planning on selling 50 million devices anytime soon as he wants to bring the new innovations from smaller vendors out and about. He wants Essential to think like a high-end watchmaker, not a commodity device maker. "People who buy an Essential phone, want technology that works for them, not the other way around."

Being a newcomer in this crowded market is tough and like for any other vendor, channels and partners are in key role if Andy ever wants to make his company a viable rival for the existing vendors. Time will tell how well Andy can challenge the existing players with its minimalistic, innovative and beautiful devices.

We at Strategy Analytics are following the development of Andy's new endeavor and will keep our readers up to date and informed.

Previous Post: How is Fingerprint Authentication Doing in Handsets? | Next Post: T-Mobile USA Takes Aim at Verizon

Let's talk

Now you know a little about us, get in touch and tell us what your business problem is.
Inquiry / Message: