Tuning in to Tech in June: Your Latest Industry Updates

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Part 5
Tuning in to Tech in June: Your Latest Industry Updates PART 5 OF 6

Will Essential Products’ Titanium Smartphone Dethrone Apple?

Rubin led company to produce invincible phone

Essential Products announced its new product, a titanium smartphone with an edge-to-edge display. The phone will cost $699. Andy Rubin, the original creator of the Android, is the founder of Essential Products.

The phone is designed in titanium and ceramic, which, according to Rubin, can endure a concrete landing without a scratch. The smartphone will run on the Android operating system.

Will Essential Products&#8217; Titanium Smartphone Dethrone Apple?

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But whether the phone has what it takes to compete in the cutthroat smartphone market (FONE) remains to be seen. One feature Essential has going for it is the appeal of Andy Rubin, who is considered the father of Android. Rubin led Alphabet’s (GOOG) Android business for nearly a decade.

A cutthroat market

Chinese phone makers Oppo, Vivo, and Huawei have all created a niche for themselves in the smartphone market, providing attractive features at much lower prices. But Apple (AAPL) appears to have a firm grip on the high-end spectrum of the market.

As the graph above shows, Huawei, Oppo, and Vivo have all seen their market shares increase in the first three months of 2017, as compared to the same quarter in 2016. Samsung (SSNLF) and Apple have seen slight declines in their market shares in the same period.

Still, Samsung remains the leader in the smartphone market, with 79.2 million units sold in the first quarter of the year. Without a doubt, dethroning the top five will likely be a hefty task for Essential Products.


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