{"id":3071,"date":"2021-02-16T05:04:34","date_gmt":"2021-02-16T05:04:34","guid":{"rendered":"https:\/\/thenextweb.com\/?p=1339055"},"modified":"2021-02-16T05:04:34","modified_gmt":"2021-02-16T05:04:34","slug":"carl-peis-nothing-now-owns-the-essential-brand-and-im-kinda-hyped","status":"publish","type":"post","link":"https:\/\/www.londonchiropracter.com\/?p=3071","title":{"rendered":"Carl Pei\u2019s \u2018Nothing\u2019 now owns the Essential brand, and I\u2019m kinda hyped"},"content":{"rendered":"\n

Here\u2019s one bit of surprising tech news: Essential, the smartphone company launched by Android co-creator Andy Rubin, is not dead quite yet. The brand has instead been acquired by Nothing<\/a>, the upstart tech company created by OnePlus co-founder Carl Pei.<\/p>\n

The news, via a report by 9to5Google<\/a>, comes out of left field, considering Pei had so far only teased upcoming earbuds from his new company. While the idea that Nothing might be considering getting into smartphones isn\u2019t surprising considering Pei\u2019s pedigree, using the Essential brand for it would certainly be unexpected.<\/p>\n

Of course, we don\u2019t actually know what Nothing plans to do with the Essential brand, but considering the latter is only known for its phones, that seems likely. It\u2019s worth noting though that the report only confirms that Nothing owns the Essential trademarks, logo, and branding; it\u2019s not clear what\u2019s happening with Essential\u2019s hardware patents.<\/p>\n

Maybe it\u2019s not worth getting too excited yet, but I hope Nothing can bring some of that Essential design language to its hypothetical phone lineup. The Essential PH-1<\/a> remains one of my all-time favorite designs, even more than three years later.<\/p>\n

<\/figure>\n<\/p>\n

The hefty combination of titanium and ceramic, plus razer thin bezels along three sides, is still unique after all this time. The company\u2019s commitment to making the most out of stock Android is something I still appreciate, too. If it weren\u2019t for the bad-for-its-time camera and out of date specs, I\u2019d still choose the PH-1 over many phones on the market today.<\/p>\n

If Nothing plans to keep some of that Essential philosophy in a potential phone lineup \u2014 and again, we\u2019re speaking strictly in hypotheticals here \u2014 it does seem to be a good fit for Pei. After all, one of the reasons users flocked to OnePlus was the company\u2019s relatively bloatware-free approach to Android.<\/p>\n

<\/figure>\n<\/p>\n

We also never got to see the Essential PH-2<\/a> come to life, which would have been quite a different device from the original, but at least it was also quite unlike anything else on the market. Here\u2019s hoping Nothing uses the brand for a device that at least brings some modicum of an original design.<\/p>\n

But who knows, maybe Pei just really wanted the brand so he could use the word \u2018Essential\u2019 in its rumored pair of earbuds<\/a> or something.<\/p>\n

Though I wouldn\u2019t get my hopes up for phone news just yet, there\u2019s a chance we might hear more about Nothing\u2019s lineup. There\u2019s a countdown on the company\u2019s website to reveal, umm, something<\/em><\/a> in just a few days.<\/p>\n

Did you know we have a newsletter all about consumer tech? It\u2019s called Plugged In \u2013 and you can subscribe to it right here<\/a>. <\/i><\/p>\n

Published February 16, 2021 \u2014 05:04 UTC <\/p>\n

Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Here\u2019s one bit of surprising tech news: Essential, the smartphone company launched by Android co-creator Andy Rubin, is not dead quite yet. The brand has instead been acquired by Nothing, the upstart…<\/p>\n","protected":false},"author":1,"featured_media":3072,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/posts\/3071"}],"collection":[{"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3071"}],"version-history":[{"count":0,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/posts\/3071\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/media\/3072"}],"wp:attachment":[{"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3071"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3071"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3071"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}