‘Something big’ coming May 30th from startup founded by Android co-founder Andy Rubin

Andy Rubin is one of the co-founders of the Android Operating System, which was purchased by Google in 2005. Back in October 2014, Andy left Google to pursue a new startup we have come to know as Essential.

This past March, Andy tweeted out the following teaser.

Today, the @essential account tweeted this.

Followed by…

The above image has been enhanced by others in an attempt to identify the top device sticking out the phone. Here’s one representation.

Augmented Reality and enhanced cameras are something the industry is pushing towards very rapidly, and the device sticking out of the phone definitely looks like it has something to do with a camera.

Not too much else is known about Essential or this new phone they are teasing, other than Eric Schmidt (Executive Chairman, Alphabet) essentially1 confirming it will run Android (see below). We also know it will have a rounded screen and small bezels, based on the first tweet above. This is definitely on par with the latest design trend (Samsung Galaxy S8 and the rumored iPhone 8).

It will be interesting to see if Essential will be able to differentiate themselves beyond the rounded-rectangle, glass, and aluminum standard that is the smartphone world.

One thing’s for sure, though. I fully support the ‘war on bezels’, and 2017 is shaping up to be the year we make substantial progress.


  1. Pun totally intended.