Rubin is taking on the iPhone and Pixel with a metal-edged, ceramic-backed phone with a proprietary connector that essentially makes it modular, allowing users to add features through first- and third-party accessories. Who knows how successful it will be—this guy spearheaded Android, but its success is probably owed to many, many other people at Google. Rubin is preparing to announce a new company called Essential and serve as its Chief Executive Officer, according to people familiar with the matter. A platform company designed to tie multiple devices together, Essential is working on a suite of consumer hardware products, including ones for the mobile and smart home markets, one of the people said. The centerpiece of the system is a high-end smartphone with a large edge-to-edge screen that lacks a surrounding bezel. At the Consumer Electronics Show in Las Vegas in early January, Rubin discussed the smartphone with mobile carrier executives, including some from Sprint Corp., people familiar with the talks said. Discussion
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