Nothing company now owns the Essential brand, for some reason – The Verge2 min read

The Essential Phone was the only product Essential brought to market prior to closing its doors in 2020.

Nothing, the recently-launched startup from former OnePlus executive, Carl Pei, has gotten the Essential brand, according to a report from 9to5Google mentioning filings at the UK Intellectual Property Office. Necessary, of course, was the company begun by Android developer Andy Rubin after he left Google. It released a single smartphone prior to shuttering its doors due to bad sales efficiency. Nothings acquisition, which was finished on January 6th, 2021, ahead of Peis official announcement of Nothing, obviously consists of all of the hallmarks, logo design, and other branding of Essential.
Its unclear what Peis brand-new business prepares to do with the Essential brand (or anything else for that matter; the details on what precisely Nothings product strategies are is as scant as the companys name itself), but as 9to5Google notes, there isnt much aside from the brand left at Essential, since the business closed its doors last year. Important had actually planned to release a follow up to the one smart device it did bring to market, in addition to launch an enthusiastic new wise home platform, however neither of those ever made it out of planning phases and were certainly ditched.

Image by Vjeran Pavic/ The Verge

Its also not clear why precisely Nothing would wish to acquire the Essential brand name, which can best be described as “stained” after a failed product launch and association with Rubins name. A 2018 report from The New York Times comprehensive allegations of sexual misbehavior levied versus Rubin throughout his time at Google and a huge $90 million buyout he got for leaving the business.
9to5Googles article says that Nothing will reveal more details about its forthcoming products in the near future, so possibly well discover more about what it prepares to do with the Essential brand name quicker rather than later. Weve connected to Nothing for talk about the matter and will upgrade this short article must the company respond.

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