In a crowded smartphone world you need to do something seriously special if you want to stand out. Essential‘s mix is a combination of pure Android, high-end build quality even a Vertu fan would have to give credit, and an ambitious roadmap of modular accessories, multiple form-factors, and a new generation of AI. Today, though, with the Essential Phone in hand and most of the rest still somewhere on a nebulous roadmap, I can’t help but wonder: would it be taken as seriously if it wasn’t the handiwork of Andy “Father of Android” Rubin?

It’s too soon for me to give a conclusive opinion on the Essential Phone. The company only gave out review devices to press a few days ago, are still ironing out bugs with new firmware, and arguably its most intriguing feature – the 360 camera which hooks up with both a magnetic mount and a new, wireless connection – wasn’t part of the review kit. That, Essential tells me, will follow on shortly.
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