Google plans on launching smartphones before the end of this year, and no we aren’t talking about the much-rumored Nexus devices built by HTC. According to The Telegraph, Google plans to launch its own branded smartphones, much like how Apple makes its own iPhones. The idea is to have more control over the hardware, design and the entire Android experience.
"The new device, which will be released by the end of the year according to a senior source, will see Google take more control over design, manufacturing and software," adds the report.
Additionally, 9to5google received a tip earlier this year from an anonymous which was reportedly sent from an IP address situated close to Google's campus. The tip claimed that Google was "annoyed" at the perception that Apple's iPhone was the only "premium" handset on the market. Google's Matias Duarte, the Vice President of Design, had also last year criticised iOS, calling it "heavy and burdensome."
It's worth noting that Google last year was considering whether it should make its own handsets. Google's CEO Sunder Pichai has been declining any plans to make Google-branded smartphones right now and has been stressing that the company will continue to collaborate with its partners on the Nexus range, with greater customisations. Google's move to make self-branded smartphones may also make the Nexus program irrelevant for OEMs.
There's no doubt the move to make its own branded smartphones would strain Google's relationships with existing original equipment manufacturers (OEMs). Google has declined to comment on any rumours.
By launching its own smartphone, Google will have more control over the hardware and software, it will also ensure that users get the best Android experience. With this aim, Google brought back former Motorola CEO Rick Osterloh to head an unified hardware division that includes Nexus, Chromebook Pixel, OnHub and Google Glass among others.
It will be interesting to see how Google strikes a balance between pushing its own smartphone, and not alienating its hardware partners. Google’s smartphone will no doubt compete against some partners like Samsung and Huawei among others. It is little wonder that these two companies were in the news for planning on moving beyond the Android ecosystem.
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