Former Android chief Andy Rubin all set to launch a premium AI-centric smartphone to combat iPhone 7 Plus

Andy Rubin

Andy Rubin, former Android chief is reportedly working on an AI-based high-end premium smartphone in a bid to combat Google Pixel and iPhone 7 Plus. According to Bloomberg, Rubin is gearing up to form a new company called Essentials. The company will focus on the development of AI-centric products, which includes smartphones and other smart home appliances.

Based on the leaks available so far, Rubin will initially launch a flagship smartphone with an edge-to-edge display. Moreover, the pricing for the new phone will be the same as the iPhone 7. The launch of a new phone by Rubin is a cause of concern for Google because it will most likely affect the sales of Google Pixel and Google Pixel XL.

It is rumored that a popular tech portal has accessed the prototype models that houses a display which is larger than the 5.5-inch display of iPhone 7 Plus. Furthermore, the new handset will have a smaller footprint due to thin bezels.

In addition to the larger display, Rubin is also working on a pressure sensitive display, which is somewhat similar to that of Apple’s 3D technology. Expected to ship with more hardware-centric features, the upcoming phone will look like Motorola Moto Z with modular technology.

The upcoming phone is expected to feature metal edges with a rear designed from ceramics. Meanwhile, Rubin has reportedly discussed the proposal to manufacture a new AI-centric smartphone with mobile services providers during the recently concluded CES 2017. There are reports that Rubin is in touch with Foxconn for the production of the handset.

According to reports coming in, Rubin has managed to find a team of 40 members, which included former Apple and Google executives. As per Bloomberg, the company has already registered with the US Patent and Trademark office.

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Anand Narayanaswamy is the editor-in-chief of Netans. He was recognized as a Microsoft Most Valuable Professional (MVP) for 9 years (2002 to 2011) and again as a Microsoft MVP in Surface under Windows and Devices in January 2024. He worked as a Chief Technical Editor with ASPAlliance and was part of ASPInsider program. Anand has published several articles and reviews related to various software and hardware products for various software and technology related websites. He is also active on social media and also participates as an Influencer for various brands. Anand can be reached at