By 5 June 2017 | Categories: news


When Android co-founder Andy Rubin debuted his new company and its first product, the Essential Phone, to the world last week, the general consensus was positive. Essential, however, may have hit its first bump in the road. It comes in the form of mobile accessories manufacturer Spigen, which has issued a cease and desist letter to Essential for infringing on its trademark for the name Essential.  

According to Spigen, which has a line of products, but crucially no smartphone, with the Essential name. The arrival of Andy Rubin's new company and device will cause confusion for potential Spigen consumers, which could be to the detriment of the accessories maker. 

Furthermore, Spigen's legal representation has pointed out that Essential has had its trademark application denied by the US trademark commission on two occasions, with marketplace confusion being cited by Spigen. The company also aims to take any and all measures to protect its brand, should Essential not craft a response by 15 June. 

Does this spell disaster for Andy Rubin and Essential? Probably not in our opinion, with the company likely having to settle with Spigen to resolve the issue. As such, forking out some cash, could make this hiccup go away.


Magazine Online is South Africa's leading magazine for tech product reviews, tech news, videos, tech specs and gadgets.
Start reading now >
Download latest issue

Have Your Say

What new tech or developments are you most anticipating this year?
New smartphone announcements (23 votes)
Technological breakthroughs (19 votes)
Launch of new consoles, or notebooks (10 votes)
Innovative Artificial Intelligence solutions (17 votes)
Biotechnology or medical advancements (21 votes)
Better business applications (102 votes)