colleen regan. we will continue to follow headlines as we have them. story, blueloping apron has filed for an ipo. the meal delivery service will be listed on the new york stock exchange under the ticker aprn. it reported a loss the first quarter of the year. we will have more on this story later this hour. coming up, the mastermind behind android has unveiled his latest creation, but is there room in the market for yet another smartphone? we will catch up with niccolo de masi next. this is bloomberg. ♪ emily: andy rubin is back and betting on a new smart phone. earlier this week, the creator of android unveiled a new product from his new company, calling it "the essential phone," and it will have some serious competition since the market has been dominated by apple and samsung for so many years. he says his company and products have the it factor and that appeals to the masses. joining us is niccolo de masi. i need a little more than the it factor. what makes you think you can take on apple and samsung in a market where growth is slowing? premium mate