we will catch up with niccolo de masi next.his is bloomberg. ♪ emily: andy rubin is back and betting on a new smartphone. earlier this week, the creator of android unveiled a new product from his new company, calling it "the essential phone," but 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? niccolo: premium materials, craftsmanship, and passion is what we are bringing back to this space. emily: you don't think apple has that? niccolo: i think there has been a little bit of incrementalism in the last few years. i think there's been a little bit of boredom setting in. your grandparents have the same devices as your grandkids. we have a very distinctive device, obviously. it's got the first ceramic titanium enclosure. w