It's being headed by the creator of Android, Andy Rubin.
It's Modular (Still a better bet than embedded for now.) Motorola's moto-mods and it's moto-mod projector did quite well.
From STUFF -- more at the source
More than a mere startup, Essential is headed by Android creator Andy Rubin – a man who presumably knows what goes into making a great smartphone.
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The Essential Phone won't be arriving on its lonesome - it'll be joined by a whole host of modular accessories that (according to company head honcho Andy Rubin) "keep your phone cord-free, future-proof, and always up-to-date".
Right now, this includes a minature 360° camera capable of 4K video recording at 30fps, and the Essential Phone Dock for wireless charging.
It's all thanks to the Click cordless connector, which sits on the back of the phone so you don't have to mess around with powering down just to switch out accessories - like you did on the LG G5.
Other accessories are still a mystery, but clearly Essential reckons it'll be a major reason to pick up a phone come launch day. With no headphone jack on board (just a dongle in the box), maybe that should be high on the list of modular upgrades.
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