Essential Products Inc., the start-up founded by Android creator Andy Rubin, has cut about 30 percent of its employees, according to people familiar with the matter.  The reductions affect staff in the company’s hardware, marketing, and sales divisions, the people said. They asked not to be identified discussing private moves. The company has about 120 employees, according to its website.

Just to remind our users, essential phones was the first Android Phone which was having the Notch, or in today trend we can say Water drop notch. The phone was well placed and was equipped well, but higher prices and software bugs have made the smartphone suffer sales.

The titanium- and ceramic-clad Essential Phone was having a solid spec sheet. First, the 5.7-inch edge-to-edge display dazzles with quad HD (2560 x 1312) resolution. It’s practically bezel-free; Rubin’s team didn’t even keep a top bezel for the 8 MP front-facing camera. Instead, the display cuts around it. It packs in Qualcomm’s Snapdragon 835 CPU, 3040 mAh battery, 4GB of RAM and 128GB of storage. The phone weighs in at less than 6.5 ounces.

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The cuts come several months after the company canceled plans for a second version of its smartphone and paused development of a home smart device that would compete with Inc. and Google.

“This has been a difficult decision to make. We are very sorry for the impact on our colleagues who are leaving the company and are doing everything we can to help them with their future careers,” an Essential spokeswoman wrote in an email. “We are confident that our sharpened product focus will help us deliver a truly game-changing consumer product.”

The company, which was launched by Android creator Andy Rubin in 2015, canceled the Essential Phone 2 earlier this year following low sales of the first device, and it was said to be seeking a buyer. It has also halted work on the Essential Home smart speaker, which was announced last year. However, Essential is reportedly working on a new phone which is largely powered by artificial intelligence and can autonomously answer texts and emails for you.

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