Rethink Robotics—founded by Rodney Brooks, previously with iRobot—introduced Baxter in September 2012; as an industrial robot designed to safely interact with neighboring human workers, and be programmable for performing simple tasks. Baxters stop if they detect a human in the way of their robotic arms and have prominent off switches. Intended for sale to small businesses, they are promoted as the robotic analogue of the personal computer. , 190 companies in the US have bought Baxters and they are being used commercially in the UK.