Perhaps Google is planning to sell its own smartphone as a premium-tier device, while the Nexus brand will become the company's cheaper alternative.
At present, Google operates the Android operating system, which powers about 80 percent of all smartphones worldwide.
While exciting, speculation of Google making phones flies in the face of what its chief Sundar Pichai said last month. The company focuses on creating the free software that runs on current Android mobile devices. Google is apparently sick and exhausted of the iPhone "dominating" the high end of the smartphone market, and the company appears to believe a Google-built smartphone can solve this problem in a way that a Nexus device cannot.
At the IO conference this year, Google launched its virtual reality project named Daydream. "Larger camera than the predecessors" and the expected external design upgrade is common discussion regarding iPhones, but this can be seen only after Apple launches its iPhone7 officially sometime, in September.
Known primarily as a software powerhouse, Google owns Android which is used in nearly all of non-Apple mobile phones.
However, it seems that Google will now look at those brands as competitors by building their own phone line.
With the release of the iPhone, many in the smarpthone market realized that they had to completely rethink the way they envisioned the smartphone experience. The company already ships its phones with an EMUI skin, and it recently hired former Apple designer Abigail Brody to refine the user interface.
The reason is that all these manufacturers are looking to lessen their reliability on Google by tweaking the software to promote their own services over Google's.
CCS Insight analyst Ben Wood agrees that Google's move to make its own smartphone will help put Android under control.
The problems for Android go much deeper than simply needing a better smartphone - Google needs to completely rethink the way Android is distributed. Like Apple, the company has full control over both the hardware and software for these products.
Source: Google rumoured to release iPhone competitor
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