In February 2020, a small cell phone company announced the end of activities, after the owner declared bankruptcy due to being unable to survive the market.
We are talking about Essentialbelonging to the system parent AndroidAndy Rubin.
At the time when left Googlethe executive achieved around US$330 million (equivalent to R$1.4 billion) to run the new manufacturer.
The main product under development was the GEMa smartphone with a shape similar to a remote control.
The dream is over
According to the portal Tech Everythingin October 2019, Andy Rubin released the first images of the smartphone GEM on twitter.
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The video showed the public that a model was different from those commonly found on the market.
As we mentioned, the GEM resembled a remote control that changed color depending on the angle.
However, in a note released by the company on February 12, 2020, it was announced to customers that the GEM project would be terminated because the company: “I couldn’t see a viable way to deliver it to the public.”but he did not make all the reasons clear.
Still according to the portal, despite not have been declared bankrupt by the Court, in a way, it ended up being declared bankrupt by the creators themselves after this attitude.
From what the text suggested, the unviability of GEM was linked to the continuity of Essential and, therefore, the company chose to close its activities.
However, the company had already launched a smartphone in 2017, the Essential Phone.
It is worth mentioning that the company’s note provided clarifications about the future of the device by explaining that it would continue to operate, but that it would not release any more updates for it.
The last one was made available on February 3, 2020.
As many know, When the system stops updating, the device automatically lags and gradually stops working*
(To learn more about the subject, click here*)
How important was Essential?
Essential closed its doors even after tbeen considered one of the most promising manufacturers in Silicon Valley.
It has already been valued at US$1 billion at another time and courted by Amazon and Walmart, according to the newspaper The New York Times.
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