Google is taking another crack at email overload, but this time it’s resorting to drastic measures, developing a new product apparently built from scratch without relying on Gmail.

The new email application out of the Googleplex is simply called Inbox, and, according to a blog post from Google Android and Apps head Sundar Pichai, “it’s not Gmail: it’s a completely different type of inbox, designed to focus on what really matters.”

Restating a common complaint heard around the industry for years, Pichai, the senior vice president for Android, Chrome and Apps, railed against email as an application that was useful three decades ago but that has evolved into a productivity-destroying beast.

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