by Ben Kudler

Essential, a phone company founded by Andy Rubin, was unveiled earlier this summer and is quickly ramping up as the fall approaches. Starting at $699, the devices are as beautiful as they are durable. A combination of keeping the customer in mind and striving to build a device that “plays well with other technology” has resulted in a product that could have serious implications for the mobile market.

Regular users of other devices who have privacy concerns, hate being stuck in an upgrade path, or just want more flexibility on the software and hardware side could make the jump to Essential. Rubin, who is largely responsible for the rise of the advent of Android before it was acquired by Google, shares his philosophy on the company website:

  • Devices are your personal property. We won’t force you to have anything on them you don’t want to have.
  • We will always play well with others. Closed ecosystems are divisive and outdated.
  • Premium materials and true craftsmanship shouldn’t be just for the few.
  • Devices shouldn’t become outdated every year. They should evolve with you.
  • Technology should assist you so that you can get on with enjoying your life.
  • Simple is always better.

Learn more about Essential here, and don’t be surprised if you begin to see these devices popping up in the future!

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