Essential discounts its 360 Camera to dollar19 a day after its phone was half-off

At $250, the Essential Phone was arguably the best deal of Amazon Prime Day. Which is saying a lot. But no matter how you slice it, 50 percent off an Android flagship is a pretty tough deal to beat. I know of at least one TechCruncher who couldn’t resist the lure of that kind of discount.

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Now that Prime Day is over, the phone’s price is back up at $499 — but the deals, it seems, keep on coming. Over on Essential’s site, you’ll find the company’s modular 360 Camera for $19. That’s a mind-boggling 90 percent off its MSRP — the kind of deal that has “fire sale” written all over it.

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In other circumstances, you could chalk up a killer deal or two to an inventory refresh. Hell, it’s almost a year since the PH-1 handset hit the market, so the company could have a replacement in the works. The context of other recent news around the company, however, paints a very different picture.

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In February, the company was reported to have only shipped 88,000 phones the prior year. In May, word got out that founder Andy Rubin was looking to put the company up for sale and had cancelled work on the followup phone. The company didn’t issue a flat-out denial, but instead insisted that it still had products in the works.

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“We always have multiple products in development at the same time and we embrace canceling some in favor of the ones we think will be bigger hits,” it said at the time. “We are putting all of our efforts towards our future, game-changing products, which include mobile and home products.”

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Indeed, the gears are still turning and the lights are on over at Essential HQ. The company announced that it was expanding to additional markets, including Canada, France, Japan and the U.K. And last month the company finally announced its second modular accessory, the Audio Adapter HD. That plug-in brings HD audio playback to the device. The company is also continuing to offer quick software support and has already promised to be one of the first to offer an update to Android P when it arrives. 

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We reached out to the company for an update and received the following statement from a spokesperson, “We’re offering a great deal on the Essential 360 Camera accessory so new customers who bought our phone during Amazon Prime Day can enjoy the full Essential experience.”

So, perhaps there’s something to be said for roping people into the ecosystem and then offering a doubly deep discount on an accessory that only works with that device.

For its part, Essential has always acknowledged that it’s had a tough road ahead. At an event in New York prior to the release of the PH-1, an executive outlined a 10-year plan to become a truly successful contender in a category dominated by tech titans like Samsung and Apple. And that $300 million from Access Technology Ventures, Tencent, Foxconn and Amazon certainly didn’t hurt.

If the rumors are true, this would be a sad end for a hardware startup with good devices and a grand ambition. Given what the company laid out early on, it was clear that it’s only just getting started with its innovative approach to mobile and the smart home. But hardware is hard, as the well-trod saying goes — that’s the case even if you have boatloads of funding and happen to be the guy who created Android.