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No company now owns the Essential brand, for one reason or another



Nothing, the recently launched startup from former OnePlus CEO Carl Pei, has acquired the Essential brand, according to a report from 9to5Google with reference to filing at the UK Intellectual Property Office. Important, of course, was the company started by Android creator Andy Rubin after he left Google. It launched a single smartphone before closing its doors due to poor sales performance. Nothing Acquired, which was completed on January 6, 2021, prior to Pei’s formal announcement of Nothing, apparently includes all trademarks, logos and other branding of Essential.

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7;s not clear what Pei’s new company plans to do with the Essential brand (or anything else for that matter; the information on exactly Nothing’s product plans is as little as the company’s name), but as 9to5Google notes, there is not much except the brand left on Essential, since the company closed its doors last year. Essential had planned to release a follow-up of the one smartphone it brought to market, as well as launch an ambitious new smart home platform, but none of them ever did so from the planning stages and was obviously scrapped.

Essential Phone was the only product Essential brought to market before they closed their doors in 2020.
Photo by Vjeran Pavic / The Verge

It’s not clear either Why exactly Nothing wants to acquire the Essential brand, which can best be described as “spilled” after a failed product launch and affiliation with Rubin’s name. A report from 2018 New York Times detailed allegations of sexual misconduct against Rubin during his time at Google and a massive buyout of $ 90 million he received for leaving the company.

9to5Google’s The article says that nothing will reveal more information about its upcoming products in the near future, so maybe we will learn more about what it plans to do with the Essential brand sooner rather than later. We have contacted Nothing to comment on the matter, and will update this article if the company responds.


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