Android’s creator is ready to crash the Samsung-Apple party.

Android creator Andy Rubin has unveiled the first smartphone by his new company.

It’s designed to be a no compromise device with top of the line specs and sophisticated industrial design.

Taking center stage is an edge to edge display that rises to the top of the phone, stopping only for the front-facing camera in the middle.

The device is made of titanium and ceramic, which the company claims will trump most aluminium phones in the durability department.

A Qualcomm Snapdragon 835 processor, 4GB of RAM, a 3040mAh battery and 128GB of internal storage. More intriguing are the two holes on the back which can be used to attach Essential-made accessories. The most exciting is a tiny 360-degree camera, which can shoot a spherical UHD (3840×1920) image at 30 frames per second. The front-facing camera, meanwhile, is an 8-megapixel snapper capable of shooting 4K video.

Essential has said little about the software other than it will run Android Nougat 7.1.1 out of the box.

The phone is designed to work with Home, a smart home device that runs on a platform called Ambient OS. It has a large, circular display and a speaker, which can help you play music, look up information online, set timers.

Essential is banking on USB-C and, like Apple, Bluetooth connectivity. The phone will come in four different colors — Black Moon, Stellar Grey, Pure White and Ocean Depths — and ship for $699, or $749 with a bundled 360-degree camera.

You can pre-order today.