Andy Rubin, the co-founder of Android, has had quite a bit of success in the mobile phone market. Considering Android is the smartphone operating system that currently powers more than two billion smartphone devices, when Rubin speaks, people should listen.

Rubin is now promoting a new smartphone project called the Essential Phone, which features a bezel-less screen with front-facing selfie camera. He’s CEO of the company, and sees the Phone and its interconnected sibling, a hub called Home, bringing order to the chaos that is the Internet of Things. As a competitor to the iPhone and Galaxy, it has significant potential.

The Essential Phone runs on the Android platform, packing Android Nougat 7.1.1 right out of the box. It measures in at 5.7 inches and offers a 2,560 x 1,312-pixel resolution and a 19:10 aspect ratio. Inside is a Snapdragon 835 processor that boasts 4GB of RAM and 128GB of internal storage.

The phone features a fingerprint sensor on the back, a power button and volume controls on the right side, two cameras on the back, and the aforementioned selfie cam shoots at 8 megapixels and records video in 4K resolution.

Other specs of the Essential Phone include a 3040mAh fast-charging battery, Bluetooth 5.0, A USB Type-C input port, and the ability to offer a wide range of 4G LTE support.

The case is made out of titanium and ceramic material, and the screen is crafted out of Gorilla Glass 5, so it clearly is designed to be tough enough to handle a few tumbles and falls; they’re following Apple, in that smartphone revision, and it’s about time.

The Essential Phone will be featured on all four of the major U.S. carriers. Those interested can reserve their own on the company’s website for $699. It will be available in either black or white, with further color options of gray and teal coming somewhere down the line.