Essential no more

Mark Gurman, writing for Bloomberg:

Essential Products Inc., the consumer electronics startup run by Android creator Andy Rubin, is putting most projects aside to focus on development of a new kind of phone that will try to mimic the user and automatically respond to messages on their behalf.

Kind of an old piece of news but I thought I would share it anyway. As much as I truly loved the Essential Phone design — I think it was one of the most beautiful smartphones ever built — I have zero expectation for Rubin’s company to succeed. None.

After cancelling their second phone, this smart speaker thing, and hearing nothing but keywords on this alleged prototype, how can you think Essential will ever make a come back, or — more accurately — ever make it?