No one wanted the Essential phone. Will anyone want Essential?

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Android creator Andy Rubin might be getting out of the smartphone business again. Citing “people familiar with the matter,” Bloomberg’s Mark Gurman and Alex Barinka report that Rubin’s startup, Essential Products, is exploring a sale and has cancelled a follow-up to its first smartphone. A decision to sell, while not final, would reportedly cover hardware, patents, and probably engineering talent. Essential has raised $300 million in venture funding–backers include Foxconn, Tencent, and Amazon–and had a valuation of close to a billion dollars.