Reports say Essential has cancelled its second smartphone

Reports via Bloomberg claim that Essential, the tech company headed by Android creator Andy Rubin, has shuttered plans to develop a second smartphone following poor sales of its debut device.

Andy Rubin himself has responded to the rumors via Twitter, saying that "we always have multiple products in development at the same time and we embrace canceling some in favor of the ones we think will be bigger hits."

"We are putting all of our efforts towards our future, game-changing products, which include mobile and home products."

Bloomberg say that the company has cancelled earlier plans to develop a second smartphone and is shifting its focus towards an unrevealed smart home product that would see them compete with Amazon's Echo and the Google Home speaker. 

The company's first smartphone, the Essential PH-1 released last year after several delays. Notably, it was the first major smartphone to feature a notch - a design feature later popularized by the Apple iPhone X. Unfortunately, a lackluster camera and high price saw the device fail to endear itself to critics.

Citing unnamed sources, Bloomberg claim the company sold just 150,000 units to date.

Sources also told Bloomberg that Essential is currently considering remaining in the phone business by potentially outsourcing both the design and production process of their smartphones to a third party. This option would theoretically allow the Essential brand to continue maintain a presence in the mobile space but potentially reduce the risk and cost of doing so.

The Bloomberg also say that a full-blown sale of the company could also be on the cards. They claim Essential has hired Credit Suisse Group AG to "advise on a potential sale and has received interest from at least one suitor."

Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags Essential

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.
Fergus Halliday
Show Comments

Brand Post

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill


I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Laura Johnston

MSI GS65 Stealth Thin

If you can afford the price tag, it is well worth the money. It out performs any other laptop I have tried for gaming, and the transportable design and incredible display also make it ideal for work.

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?