For some, the Priority was trying to put something new on the smartphone table. For some, a futile attempt to enter a much-needed market like that of high-end smartphones. Ultimately, the new products introduced by the company founded by Andy Rubin weren't enough. Priority has closed its doors this week after five years, three years since the launch of Essential Telephone in May 2017.
The first smartphone of choice for the notch reducing frames
The reduction of the frame on a smartphone to expand the screen area was not the idea of the Priority. In the past there have been others like Sharp Aquos Crystal which has already reduced them considerably in 2014. However, that model had a front camera in the wide frame below, which made it uncomfortable to use.
New introduced Important to this is about adding a screen size without having to spend a camera. That "gout" of the character was just the beginning notch on a smartphone, it is possible thanks to the development of enlarged screens. Apart from this, the frame below was always the largest of the fence.
Many say that this is the end of Apple's inspiration for the launch of the iPhone X. time of both releases. The Essential Phone was released in May 2017, while the iPhone X It was launched in September and was launched in November of that year. Dan Riccio, Apple's office manager, said at that time the development of the iPhone X began long before it was introduced in mid-2016.
The most important differences between the iPhone X and the Priority are also visible through the naked eye. While Rubin's phone only incorporates the front camera into his pen, Apple has installed up to eight sensors to him. Four of them are responsible for facial ID recognition.
And the reduction of frames throughout the app is amazing. There is no chin or forehead as in the case of Phone (or other later smartphones). This is likely because Apple is rolling out the OLED signal panel inside, to avoid placing display drivers at the terminal.
An invincible approach to the highest grade from the beginning
The special phone paid for the $ 699 price, which immediately put it on the top phones. Participate in this segment of the telecommunications market Not available for adhesive adhesive at high price to your product Price is the result of what the product offers in terms of technology, software, services and, of course, confidence in the product and its reputation.
The phone has only brought the promise of regular updates to the software goods like Android that has attractive properties, but not enough. Especially in the camera section. Plus, it was all about a completely unknown brand the primary target was Rubin himself, a socialist. It was later discovered that Google paid him $ 90 million to leave the company after being accused of sexual harassment. It's definitely not a book on the right cover.
If the smartphone market is highly competitive, the premium segment is highly competitive. The priority had to be faced by several companies among them when Apple was different from its iPhone, which has a very important market segment (see photo above). Apple has reached this point because of its design, cutting edge technology, software, superior services and after-sales support for a superior user experience.
The bottom line is trying to enter a market where the premium is to have the consumer's confidence completely anonymous
Other companies like Samsung have found success due to years of operation, in both the late and late stages. With special emphasis on distribution agreements with operators, which allow these manufacturers put your products in front of millions customer service. The key came from there, an anonymous manufacturer reaching an agreement with Sprint, the world's smallest telecommunications company.
Apart from calculating consumer demand and without distribution agreements, Important Phone failed in the market. We've never seen his successor or the boldest Essential Gem, as well as the company's utility and home accessories. A study on the difficulty of competing in the remaining high end of the story.
