The Essential Phone, brought to us by the person who created Android, is finally ready for the spotlight. It’s an incredibly audacious and ambitious project, with an outlandish screen and the beginnings of a modular ecosystem.

Rubin has been trying to one-up Apple for years but could never quite pull it off. We’ll see how this works out, but I suspect once Apple outlines its next iOS and iPhone hardware later this year, interest in Rubin’s “Essential Phone” will wane.