Google could be planning to alter the management of its much-vaunted Nexus line of smartphones and tablets. Celebrated throughout the consumer market for their running of stock Android, generally competitive price points and ease in which they can be modified, the Nexus brand has been the cornerstone of Android’s continued growth since inception. Where the search giant has partnered with numerous OEMs over the years including Samsung, LG and Motorola, a new report suggests that the Big G may instead follow Apple’s precedent and build its Nexus hardware and software in-house.
The fact that Apple’s devices and software are all designed under one roof is considered pivotal to the generally smooth, harmonious user experience. While Android has gotten much slicker in recent years, the fragmented nature of the open-source OS means that the UX can shift dramatically from device to device — an issue that Apple rarely encounters.
The Pixel C tablet is an example of Google’s purported Nexus ambitions in action. The company made the slate itself, designed the software, and created the entire project in-house. The same can be said for the Chromebook Pixel notebook. But while Google hasn’t produced a great deal in terms of mobile hardware thus far, there’s no question that the company has the necessary resources to turn Nexus into its very own iPhone / iPad-esque venture.
Per a report from The Information, Google CEO Sundar Pichai has spoken internally of his company’s intention to command more control over Nexus line from both a software and hardware aspect. Nexus products would likely benefit from this system, since Google could streamline the Android experience and deliver the software on its own terms. Subsequently, the belief is that the Android brand would command more respect, particularly at the higher end of the market. Reading between the lines, it would seem that Google is gunning for a chunk of the market in which rival Apple is heavily invested.
The notion of a high-end, Google-crafted Android handset does have a certain level of appeal. By the sound of it, though, those with lower budgets may have to look elsewhere — perhaps Motorola — for a near-stock experience without the heavy price tag as Google takes aim at an old adversary.
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