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Where, oh where, is the Essential phone?

Oops. Former Android chief Andy Rubin missed his own deadline on his ambitious phone.

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Jessica Dolcourt Senior Director, Commerce & Content Operations
Jessica Dolcourt is a passionate content strategist and veteran leader of CNET coverage. As Senior Director of Commerce & Content Operations, she leads a number of teams, including Commerce, How-To and Performance Optimization. Her CNET career began in 2006, testing desktop and mobile software for Download.com and CNET, including the first iPhone and Android apps and operating systems. She continued to review, report on and write a wide range of commentary and analysis on all things phones, with an emphasis on iPhone and Samsung. Jessica was one of the first people in the world to test, review and report on foldable phones and 5G wireless speeds. Jessica began leading CNET's How-To section for tips and FAQs in 2019, guiding coverage of topics ranging from personal finance to phones and home. She holds an MA with Distinction from the University of Warwick (UK).
Expertise Content strategy, team leadership, audience engagement, iPhone, Samsung, Android, iOS, tips and FAQs.
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Android creator Andy Rubin launches the Essential phone May 30, 2017.

Screenshot by Jessica Dolcourt/CNET

On May 30, the father of Android promised that he'd ship his ambitious Android phone within 30 days. That was 37 days ago.

"It has to be a swing for the fences," Andy Rubin, now the father of wannabe disrupter Essential, said that day. 

The $700 phone (which converts to about £550 or AU$940) wants to elbow its way in to an impacted smartphone market. The Essential PH-1 stands out for its slim bezels, 5.7-inch screen and magnetic modules, like a 360-degree camera, that will snap on to the phone. (Sounds familiar? Motorola phones like the recent Moto Z2 Play have magnetic Mods, too.)

We can confirm that CNET's two Essential orders haven't arrived. Essential didn't respond to a request for comment when we asked about the timeline.

Missing a deadline is common in the phone world, especially one that's self-imposed one like Rubin's. Schedules routinely slip with holdups to production and software tweaks. Sometimes, phones are delayed as they pass FCC and carrier approval. Ordinarily, companies only share ballpark timelines to avoid name-and-shame stories like this one. 

But when a high-profile exec like Rubin makes a promise, we take note. Here's hoping that the delay means the Essential is getting some extra TLC that helps it avoid software bugs and compromised hardware, the kind that made last year's Samsung Galaxy Note 7 go boom.

The Essential phone will sell in the US first, either through Sprint or Essential's website.

Via Business Insider