Nothing company now owns the Essential brand, for some reason

Nothing, the recently-launched startup from former OnePlus government, Carl Pei, has acquired the Important model, based on a report from 9to5Google citing filings at the UK Intellectual Property Office. Important, in fact, was the corporate began by Android creator Andy Rubin after he left Google. It launched a single smartphone earlier than shuttering its doors as a result of poor sales performance. Nothing’s acquisition, which was accomplished on January sixth, 2021, forward of Pei’s formal announcement of Nothing, apparently consists of all the logos, emblem, and different branding of Important.

It’s not clear what Pei’s new firm plans to do with the Important model (or anything for that matter; the knowledge on what precisely Nothing’s product plans are is as scant as the corporate’s identify itself), however as 9to5Google notes, there isn’t a lot apart from the model left at Important, because the firm closed its doorways final yr. Important had deliberate to launch a observe as much as the one smartphone it did carry to market, in addition to launch an formidable new good residence platform, however neither of these ever made it out of planning phases and had been clearly scrapped.

The Important Telephone was the one product Important delivered to market earlier than closing its doorways in 2020.
Photograph by Vjeran Pavic / The Verge

It’s additionally not clear why precisely Nothing would need to purchase the Important model, which might finest be described as “tarnished” after a failed product launch and affiliation with Rubin’s identify. A 2018 report from The New York Times detailed allegations of sexual misconduct levied towards Rubin throughout his time at Google and an enormous $90 million buyout he acquired for leaving the corporate.

9to5Google’s article says that Nothing will reveal extra details about its forthcoming merchandise within the close to future, so maybe we’ll study extra about what it plans to do with the Important model sooner slightly than later. We’ve reached out to Nothing for touch upon the matter and can replace this text ought to the corporate reply.

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