Apple and Google are set to face-off as direct competitors in the smartphone wars later this year, according to a new report that claims the search-engine giant is finally preparing to make its own smartphone hardware.
Google has offered a “pure” Android experience for years with its lineup of Nexus phones made by the likes Motorola, LG and Huawei. However, it appears that the company is ready to tighten its control of the Android platform by going toe-to-toe with iPhone by making its own handset.
Discussions with mobile operators on the launch of a Google-branded phone are already underway, reports the The Telegraph.
By making its own hardware, Google will have even more control over what hardware and software makes it onto the device. Even though Android is the world’s most dominant smartphone operating system, the company is supposedly worried about the fragmented Android experience. It’s also hoping to compete with Apple at the high end of the smartphone market where most of the profits are to be had.
“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,” the British newspaper claims.
Despite making its own phone, Google apparently doesn’t plan to kill the Nexus lineup, with this year’s device being manufactured by HTC. But if the Google phone is as big a hit as the company hopes, it might turn its Android allies into rivals.
Buster Hein is a freelance writer who lives in Phoenix, Arizona. Twitter: @bst3r.
8 responses to “Google is finally making its own iPhone rival”
It is always interesting when a software company tries to become a hardware company and compete with its own clients – Microsoft has always had issues with this. Google might need to be careful here. Apple has its own channel and controls software and hardware – so it does not have to worry about dealing with channel partners selling products against Apple or vice-versa.
And what message are they sending the consumer? They have the Nexus product and they aren’t going to stop those products, so what’s the actual value proposition? Is it going to be a more expensive version of a Nexus? I don’t understand why they are doing this. I’m sure their OEMs are going to get pissed off because it sends a message that Google is going to compete more against other Android mfg and not really Apple. A large portion of Apple users don’t even consider an Android product, so the majority of potential users they can attract are going to be other Android users.
My main fear when buying any hardware made by Google; how long will it be before they lose interest in it? Case in point: GoogleTV. Case in point: AndroidTV. Google does have a hit with ChromeCast though, but I believe this is due mostly due to its low price.
They should call it the Schidt Phone.
Competition has always favored the consumer. So the more the merrier! This is “gud”.
Hey if this pushes both sides to improve the platforms I am all for it. I sorta feel that Apple is slowing down and isn’t moving as fast as they should be as they did under Steve Jobs’ control. Also I feel Apple is becoming more conservative and safe on approach. They tend to stretch out their current products as long as they can, instead of really pushing the envelope. Siri is now 5 years old, it should be advances ahead, but it feels like Siri from 2011 still. Where are the new MacBooks with the new chipsets? Mac Pro? Now rumors have it that the next iPhone will be an updated 6s? What? Don’t get me wrong, I love the updates that are coming in software such as iOS 10 and macOS, but it seems like Apple really needs to push harder in other areas too, like iCloud and documents solution improvements.
My Pie in the Sky idea for Apple would be to make any iPhone when docked to a laptop shell or display to be a full blown macOS desktop. Also if the cell carriers can allow it, to be my one ISP anywhere I go. No need for separate connections for home or work. The one device that becomes and does so much more if you want it too.
Wake me up when this actually happens.
No, they won’t.
Nexus phones/tablets have 0.001% market share in sales and a new Google phone won’t sell more than their Pixel laptop which is ~0.
Taking on Apple ? it is not even a joke.