Rubin, creator of the Andriod operating system is preparing to announce a new company called Essential and serve as its chief Executive officer, according to people familiar with the matter.

The company is designed to tie multiple devices together, Essential is working on a suite of consumer hardware products, including ones for the mobile and smart home markets, people said.

Rubin registered Essentials Product Inc. with California regulators in November 2015. In late 2016, the company registered "Essential" with the U.S. Patent and Trademark Office, listing smartphones, tablets,accessories and " computer operating software for mobile phones" among its goods and services.It is not clear that the devices will run on software or based on Android.

Rubin's phone is aimed at the top market where Apple Inc.'s iPhone and Alphabet Inc.'s new Pixel reside.It's expected to have high end materials and ability to gain new hardware features. He also aimed to put the phone on sale around the middle of this year for a price close to that of iPhone 7.

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