Andy Rubin’s not-so-Essential phone only coming to Sprint in US


Oh dear. “From “essential” to inconsequential in one partnership”, as one of my colleagues put it when told the news that Andy Rubin’s much hyped Essential smartphone is only going to be ranged by fourth largest US network, Sprint. “lol good luck” was another’s even more concise hottake.

USA Today quotes Essential president Niccolo de Masi spinning like a fidget spinner the revelation that Rubin’s hardware upstart — which, only last week, we heard had apparently raised $300 million in order to bring its smartphone to the masses — has in fact failed to secure the kind of widespread carrier distribution that is, dare I say it, essential for bringing smartphones to the masses.

“We like to bet with where we think the market is going as opposed to where the…

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