In an effort to have a strong foothold on the fragmented Android market, Google is reportedly planning to release a smartphone of its own. The Google-branded Android smartphone, which is expected by the end of 2016 would be launched in direct competition with Apple's iPhone line-up.
Building its Google-branded Android smartphone will allow the search giant more control over the design, manufacturing, and software of the device. The company is already in talks with mobile operators for the handset, diversifying into the hardware segment.
Unlike its competitors, the Mountain View, California company leaves the manufacturing part to third parties, while focussing more on the development of its Android mobile operating system that runs on over 1.4 billion devices. Nexus line of devices is Google's brand of smartphones that are made in collaboration with other manufacturers such as LG, Huawei, HTC, and Samsung. The latest models of the Nexus smartphones were built in partnership with LG (Nexus 5X) and Huawei (Nexus 6P).
There has been speculation about the search giant launching its own smartphone for a long time. In November 2015, it was reported that the company was considering the idea of manufacturing an Android phone in an attempt to make Android OS more competitive with iOS.
Unlike Apple, the search giant does not have complete control over hardware, as it only makes their software available to vendors. Since it has limited control over implementation, customers are usually at the mercy of smartphone makers when it comes to software updates. Developing a Google-branded Android smartphone will not only allow the company to secure its own services such as the Play Store and Chrome browser but will also set a standard for other manufacturers to live up to.
Current, there is no information about the new smartphone's release date, design, and specifications.
However, if the company is truly launching its own smartphone, does this mark the end of Nexus handsets?
Well, according to Sundar Pichai, search giant's chief executive, the company is planning on investing a lot more effort into Nexus and will continue the development of its latest Nexus smartphones with the manufacturing partners.
Maybe Google is planning to launch its device as a premium-tier smartphone, while the Nexus model will become the company's cheaper alternative. Whether or not the company will unveil a new handset later this year, it does not seem to be planning on discontinuing the Nexus line anytime soon.
The new Nexus smartphones are expected to be released later this year. It is believed that the latest Nexus handsets for 2016 are being developed by the Taiwanese smartphone maker HTC. The Google Android smartphone release date has been set for the end of the year.