Essential’s uphill battle, and its mixed message on how to fight it



You can do everything ‘right’ in launching a new phone company … and still not make it work.

Andy Rubin’s new consumer electronics brand, Essential, had a pretty well-executed launch last week. There was a little bit of hype ahead of time, but also no real leaks or expectations. So when everyone saw the Essential Phone and Essential Home, and listened to CEO Rub…
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