Google is no stranger to hardware releases, with the Nexus range of phones and tablets proving quite the hit with consumers. But a new report has claimed Google is ready to cut out the middleman and release its own phone handset.
There are many reasons why this could work in Google’s favour. No longer would it be required to rely on companies like LG and Asus to build Nexus handsets and it would have more control over the specifications of the devices. All these reports follow the release of Google's own Pixel C tablet, free from the dependence of third-party manufacturers.
The move would also align Google more with Apple’s mobile strategy. However, the major difference between Google and Apple would be the former’s willingness to allow other manufacturers to develop and release devices with its own OS.
Ben Wood, Analyst at CCS Insight told The Telegraph that Google is...
...concerned that Android is fragmenting, that it needs to become a more controlled platform. I think they’ll seek to control it more, more like Apple.
According to sources, Google's new handset is due to be released by the end of the year. And while four out of the five best selling smartphones is an Android handset, it will be interesting to see how Samsung, LG, Huawei, et al react to this move. A Samsung executive recently indicated that the company is considering using its in-house Tizen OS on all of its devices, while Huawei is reportedly working on its own OS to reduce its reliance on Android.
Google’s CEO, Sundar Pichai, has said the company will be “investing more effort” in its phone strategy, but it will continue to support Nexus branded smartphones through 2016 with the existing crop of devices built by LG and Huawei, and into 2017 with the latest Nexus smartphones being developed by HTC.