Essential Products

Essential Products' 2020 shutdown ended Andy Rubin's attempt to challenge smartphone incumbents. The Android creator raised $330 million to build a premium smartphone competing with Apple and Samsung. The Essential Phone launched to mediocre reviews and poor sales. Despite Rubin's Silicon Valley pedigree, Essential couldn't achieve the scale economics or ecosystem integration that smartphone success requires. The company demonstrated that even industry legends can't overcome structural barriers without differentiated products.