Another big player may be preparing to enter the cut-throat high-end smartphone market in the form of a new product from Android co-founder, Andy Rubin. The company that Rubin founded recently teases an image of the new handset, which looks to have all the modern features to take on the likes of Apple and Samsung.

Rubin's hardware startup company, called Essential, has been hiding in the shadows for the past couple of years as it developed a new device that will become its debut into the smartphone market. Now, Rubin himself posted an image on his Twitter account, via ZDNet, teasing fans that their new product is close to being launched.

The image itself doesn't really show the device in its entirety, but based on what can be seen, there seems to be a lot of modern features. For one, the device looks to lack any bezels, which could indicate that it may look similar to Xiaomi's bezel-less Mi Mix smartphone. The device is also seen running a vanilla version of Android. There is also a physical hardware button set to the side of the device, which could be either a power switch or a fingerprint scanner.

Rubin previously left Google back in 2014 to start up his own hardware company. The company has been flying under the radar for the past couple of years, but they have reportedly been recruiting some veterans to help them create their breakout product. Essential previously recruited HTC Global's former vice president, Jason Mckenzie, and the lead product designer for Apple's iPad tablet, Jason Keats.

As per a report from GSM Arena, there is currently not much that is known about Rubin's new smartphone. However, based on the big names working within the company, the device will likely be a worthy contender in the market that may very well be changing the playing field. SoftBank previously expressed their intention of investing $100 million in Essential, but the company later backed out due to their relationship with Apple.