Skip to main content

Google could finally pit Nexus phones against the iPhone

nexus 6p problems google phone android marshmellow 2
Image used with permission by copyright holder
Google’s Nexus line of smartphones is a favorite among hardcore Android fans, but that’s where it ends. Nexus was originally created as a reference device for manufacturers and developers, but Google could finally give Nexus phones what they deserve and go right after Apple’s iPhone.

A fresh new report from The Information says Google CEO Sundar Pichai wants Google’s phone operations to be vertically integrated. This means that the company would be more involved in the design and production process, which is exactly how Apple handles the iPhone.

Presently, Google partners with other Android manufacturers such as LG, Samsung, Huawei, and Motorola. These manufacturers generally have a heavy emphasis in the development process of Nexus phones because they are usually based on current handsets already being offered by each company.

According to the report, Google would design Nexus phones from the bottom up without input from another manufacturer. Google would then partner with a manufacturer for only the production aspect. That would be very similar to Apple and Foxconn’s relationship in that Apple only uses Foxconn for production of the iPhone, and nothing more.

If Google does go in this direction, it’s more than likely that it would take over the branding as well. Google has always allowed each manufacturer to showcase its brand on Nexus phones. However, if Google handles all the development, these phones are likely to carry Google branding.

Although it might be a first for Nexus devices, this kind of development wouldn’t be a first for Google. The company has designed it’s own Chromebook Pixels and the more recent Pixel C Android tablet.

As to why Google would want to do this, it’s anyone guess since it’s only a rumor at this point. It’s possible that Android wants more control over how Android is used and how fast devices get updated. Google could also be looking to punch Apple while it’s down — last week’s earnings announcement revealed the iPhone is slowing.

Perhaps it would be in response to Apple’s latest ad-blocking efforts that hinder Google’s ability to make money, or Apple’s move to use Bing as it’s default search engine for Siri. The former was a huge loss based on the fact that Google was willing to pay Apple $1 billion for that right in 2014.

Then there is the question on if Google is really ready to make Nexus a household name? The company is marketing both the Nexus 5X and the Nexus 6P more than past Nexus phones, so it’s very possible. However, it could put a strain on its relationship with other Android manufacturers.

We will have to wait to see how this one pans out, but your next Nexus phone might just be a Google Nexus.

Editors' Recommendations

Robert Nazarian
Former Digital Trends Contributor
Robert Nazarian became a technology enthusiast when his parents bought him a Radio Shack TRS-80 Color. Now his biggest…
I tried the Apple Vision Pro. Here’s why it won’t replace my iPhone
Christine wearing the Apple Vision Pro demo unit.

The Apple Vision Pro is one of Apple’s most fascinating new product launches. It’s the first new product line from Apple since the Apple Watch, but the hype around it has been more like when Apple first introduced the original iPhone. Of course, Apple was not the first to the market with a VR/AR headset, but it is definitely what would be considered the most “mainstream” option out there, considering the brand name.

When Apple announced the Apple Vision Pro on June 5, 2023, during its WWDC 2023 keynote, I was excited. After years of rumors, it was finally happening. Preorders started on January 19, 2024, and the  Apple Vision Pro launched on February 2, 2024, in the U.S. The problem? It costs at least $3,500, making it a hard sell for many as a first-generation Apple product.

Read more
How to block a number on Android phones and iPhones
social media moderation holding phone

Whether it is junk calls or a creepy ex, there are some people we don't want to keep getting calls from. The solution is simple, we know, all we need to do is block the number on our smartphone. But how you go about blocking a number is slightly different on each phone. Here, we present an ultimate guide of sorts for any kind of phone.
How to block a call on Android phones
Both iOS and Android offer easy options to stop unwanted calls, but since each Android smartphone manufacturer has the option to create its own interface, the steps will be different. We start with stock Android 11.
Blocking a call on stock Android 11

If you're using a phone running stock Android or that's part of the Android One program, you have three different options to block calls.
Block a spam call
Step 1: Tap to open the Phone app.

Read more
The best iPhone and Android apps for Black History Month 2024
best iPhone and Android apps for Black History Month.

February is celebrated as Black History Month to honor Black Americans' remarkable achievements and contributions. The theme for this year is "African Americans and the Arts," which shines a light on the impact of African Americans in different artistic fields, such as cultural expression, visual and performing arts, fashion, literature, and more.

In this regard, we present a list of popular iOS and Android apps developed by Black-owned businesses and cover various topics such as finance, entertainment, wellness, and more. These apps run on all the latest smartphones, including the Samsung Galaxy S24 Ultra and iPhone 15 Pro.

Read more