large image

Trusted Reviews is supported by its audience. If you purchase through links on our site, we may earn a commission. Learn more.

Android creator’s ‘Essential’ new phone to compete with iPhone and Pixel?

Andy Rubin, the mastermind behind Google’s Android operating system, wants to revolutionise the smartphone industry once again.

According to a Bloomberg report, the former Google engineer is close to launching a new company called ‘Essential.’

The report says Rubin’s 40-person team will launch high-end mobile and smart home products that will aim to compete directly Google and Apple.

Related: 12 Best smartphones 2017

Fronting the range will be a premium smartphone with a bezel-less display, which Rubin reportedly discussed with mobile networks at CES earlier this month.

One of the prototypes has a display larger than 5.5-inches, one of the sources said.

The report says the smartphone will feature premium materials and ’gain new hardware features over time’ suggesting Rubin’s latest creation could be modular.

Judging by Rubin’s recent comments, Essential will also focus heavily on artificial intelligence.

In June he said: “New computing platforms happen every 10 to 12 years. What’s the next platform?… It’s about data and people training AI systems to learn.”

The report says the phone will go on sale this summer for $649.

Google Pixel vs iPhone 7

Is the smartphone market ready for another major player? Can Andy Rubin bring a much-needed shake-up? Share your thoughts review

Why trust our journalism?

Founded in 2004, Trusted Reviews exists to give our readers thorough, unbiased and independent advice on what to buy.

Today, we have millions of users a month from around the world, and assess more than 1,000 products a year.

author icon

Editorial independence

Editorial independence means being able to give an unbiased verdict about a product or company, with the avoidance of conflicts of interest. To ensure this is possible, every member of the editorial staff follows a clear code of conduct.

author icon

Professional conduct

We also expect our journalists to follow clear ethical standards in their work. Our staff members must strive for honesty and accuracy in everything they do. We follow the IPSO Editors’ code of practice to underpin these standards.