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After Essential’s failure, OSOM plans a new privacy-first handset



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Last year’s Essential implosion marked one of the most high-profile consumer electronics startup failures in recent memory. Launched in 2017 with $330 million, a killer pedigree and some truly grand ambitions, the company sputtered through a combination of industry issues, disappointment and troubling allegations against founder Andy Rubin.
The brand was eventually purchased by Carl Pei for his new company. But the executive eventually bucked the name in favor of “Nothing.” “[B]efore we were called Nothing, ‘Essential’ was one of the names we were brainstorming, internally,” he told me earlier this year “So that’s why we’ve acquired the trademark. We don’t have any plans to do anything with Essential.”
Something far closer to a …

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