Google plans to launch its own smartphone

For years, Google has relied on Nexus devices, whose parts are being built by outside handset manufacturers. But now, Google will build its own smartphone and would not depend on any other smartphone maker to deliver the goods.

As per reports, Google would launch a smartphone that would directly have competition with iPhone. Already, Google has its own Android operating system that runs on four in five smartphones, including LG and Huawei. It even endorses many smartphones under the label of the Google Nexus brand.

It leaves manufacturing to other companies like Samsung. It is considered that the new device will be released by the end of the year. With the new device, Google will see to have control over design, manufacturing and software.

Across the globe, Android runs on majority of smartphones, but then also, Apple rules the high-end market. There have been a number of Android device makers and many of them use software differently, meaning that Google has struggled to maintain consistency.

There have been instances, where some smartphone makers have to wait for many months before updates were issued. But when Google would come up with own phone then it would have a better and greater control over the software. In fact, it would even secure the future of services, including Google search engine and Google Play app store.

Ben Wood, an analyst at CCS Insight was of the view, “They are 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”.

A number of steps are being taken by Google to expand its working area. Generally, it is known for its internet software, but lately, it has taken steps into hardware and came up with its own tablet computer, laptops and other gadget.

In fact, Google has even appointed Rick Osterloh, the former president of Motorola, as the chief of a new hardware division. This has strengthened that the argument even more convincing that Google wants to design its own smartphone chips as well.

Google’s chief executive Sundar Pichai said on that front that Google has been putting in more efforts into phones without taking back support from its Nexus smartphones. Pichai said that they continue to have plans to work with other manufacturers.

It is being said that two Nexus devices are coming and one of them has been codenamed as Sailfish and it is allegedly being built by HTC. Sailfish would not be high-end device by any mean. It is even being said that Google has also into discussions with mobile operators about releasing a phone. This new device will make Google to have a greater control over design, manufacturing and software.

Google seems to be quite inspired by Apple. Like Apple has complete control over the iPhone and its mobile operating system, in the same way, Google wants over its device. The move could give a new twist to EU claims that Google has abused Android’s dominance.

In April, the European Commission charged Google for monopoly abuse. The EC has the power to fine Google as much as 10% of its $75 billion revenue.

According to a story published on the topic by The Verge, “Google’s official timeline for the release of its first smartphone is for 2017 via its Project Ara modular phone initiative. There’s zero chance of Ara being ready for the market before 2016 is through, which suggests that this report, if it turns out to be accurate, is concerned with a more regular Nexus-class device. It’s tempting to think this could point toward the mythical Pixel phone, which is more a fan fantasy than an established project within Google, though that also seems extremely unlikely. Google boss Sundar Pichai told us during Code Conference that the company would be more assertive and “opinionated” about Nexus phone design, which would still be the product of collaboration with its hardware partners.”

It’s pinned on the idea that Google wants to ensure greater control over Android and guarantee that its Google Play Services are installed on every device, but the company already achieves that goal effectively through its control of the Play Store. Every Nexus phone is already running the precise software that Google wants, and if Pichai’s desire for greater input on design is accommodated by hardware OEMs, what conceivable reason would Google have for producing yet another phone? Rick Osterloh may be booting up a new hardware division within Google, but he only just rejoined the company and wouldn’t be able to produce anything for this accelerated 2016 timeline.

“Probably not, but let’s back up a minute. Everyone knows the Android user experience varies from device to device based on each smartphone makers tweaks and customizations. But for years, Google has relied on Nexus devices, also built by outside handset manufacturers, to give Android users a smartphone experience closest to what Android envisioned when it built its software,” according to a recent Computer World report.

Google is planning a shake-up of the smartphone market by releasing its own handset, a move that would…see it compete directly with the iPhone. Google already develops the Android operating system that runs on four in five smartphones…and endorses a range of phones made by partners…under the Google Nexus brand. But unlike Apple, it leaves manufacturing to other companies…with the company concentrating on developing the free software that runs on its phones.

A report published in Telegraph News informed, “Google already develops the Android operating system that runs on four in five smartphones sold around the world, and endorses a range of phones made by partners such as LG and Huawei under the Google Nexus brand. But unlike Apple, it leaves manufacturing to other companies such as Samsung, with the company concentrating on developing the free software that runs on its phones. ”

Although Android runs on the majority of smartphones sold globally, Apple still dominates the lucrative high-end of the market. The proliferation of Android device makers, many of which apply the software differently, means Google has struggled to ensure consistency, with some smartphone owners waiting months for updates, and some manufacturers relegating Google’s own internet services which are included in Android.

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