Andy Rubin is ready to end the Google Pixel Mania

According to the report on Bloomberg, Andy Rubin, co-Founder of Android is all set to take on the hostile consumer hardware market with his company dubbed Essential Products Inc. He has created 40-men team hunting talents from Google, Apple, Magic Leap and Samsung and will be leading the team as CEO.

Essential is working on a suite of consumer products but the highlight is an AI-centric flagship smartphone set to launch around the middle of this year.This partially grew from the Rubin's next venture after leaving Google- Playground Global which "backs artificial intelligence, robotics, and augmented reality projects". The phone features a " large edge-to-edge screen that lacks a surrounding bezel". Still in its prototype stage, it is supposed to have metal edges and a back made of ceramic. The company is also working pressure-sensitive touch as in Apple iPhone and working on a "proprietary magnetic connector" that will allow the device to add hardware features in the future. Bloomberg also reported that, it is "unclear" whether the device will run on Android or not. Essential is in the talks with Foxconn to manufacture the device. It will be priced in the luxury segment, thus  meant to compete with Apple’s iPhone 7, Samsung’s Galaxy S7, the Google Pixel, and other flagship devices.

UPDATE:  The spec leaks for the Essential FIH-PM1 as per Geekbench shows that the processor could have been better considering the devices it's going to compete with. Let's see how the device performs as the official release is made.

If there's one person who could change the dynamics of the steeply saturating mobile ecosystem, we would definitely put our bets on the man who made Android. The entry of a new comer in this arena is quite difficult, and quite needed too, and Rubin and his team seems to be up for it. This year seems to be one for comebacks, with Nokia also set for global re-entry.