"Essential Phone The most beautiful Android upgrade, ever." is the tagline on their homepage. That's hardly an uncontested product niche (aka Blue Ocean Strateg

"Essential Phone The most beautiful Android upgrade, ever." is the tagline on their homepage. That's hardly an uncontested product niche (aka Blue Ocean Strategy). Apple dominates "beautiful" phones. Even if you believe the Android carve out (I don't), this is literally what Samsung has been doing for years and Google is doing with Pixel. Doomed strategy from the start.