I mean, yeah, it's infinitely easier to lower a price than raise it, but at the same time if they announced it today with a killer price their marketing would h

I mean, yeah, it's infinitely easier to lower a price than raise it, but at the same time if they announced it today with a killer price their marketing would have a lot more momentum. re: "we're a luxury phone like iPhone," this is a claim that they don't have the brand to attempt. Sure, the co-creator of Android is nice, but I doubt anyone will be compelled by it. Building a top of the line brand takes years of cultivation and careful adjustment. Essential has to prove itself before it can just 'be luxury'.