Although Google’s Android software is on four in five phones sold worldwide, the iPhone remains the king of the hill when it comes to the lucrative premium segment of the handset market. The Telegraph is now reporting that Google will step up smartphone wars with release of its own handset later this year, a move that’d see it compete directly with the iPhone.

The device would be engineered by Google itself, as opposed to its Nexus devices which are being built by various partners such as LG and Huawei.

Employing the same vertical integration Apple’s famous for, Google is said to take more control over design, manufacturing and software. And because Google would control the software on the phone, it may be in a position to roll out Android software update to the device without delays.

“They are concerned that Android is fragmenting, that it needs to become a more controlled platform,” said Ben Wood, an analyst at CCS Insight. “I think they’ll seek to control it more, more like Apple.”

Given Google’s clout and Android lead, a Google-made phone designed specifically for consumers and marketed as a direct competitor to the iPhone could give Apple a good run for its money, don’t you think?

Photo: Google’s Nexus 5X, which released in September 2015.

Source: The Telegraph

  • I won’t lie, I am interested. And that’s coming from a subjective Apple fanboi.

    • Alberto Espinal

      I will never change to android, regardless of their hardware, specially iMessage, how convenience it is when you’re in an area that don’t have signal like my job and just shoot a message plus how beautiful iOS is getting, no way I will get to that clutter of android, but my opinion, yours is yours, have a great day!

  • Bugs Bunnay

    Prepare to relinquish your privacy!

    • srsly. the last thing I want is to have google with me at all times.

      • Diego Milano

        Isn’t that in a sense what millions of Android mobile devices do already? 🙂

      • Bugs Bunnay

        XD Yes sir.

  • Diego Milano

    I don’t know about you but I already feel a bit of revulsion in all this phone competition scene, after a decade it sort of bores me a bit, it seems sort of predictable. I get it, I get it, it all goes down to where the money comes and goes, but that’s exactly what I mean with predictability. Who knows, in 10 years we might even start seeing GoogleOS for cars as well and people would shout the same thing about privacy one more time. Seriously…
    I don’t think I’m interested in any of it at all, I just want a quality phone and the iPhone is good enough for me.

  • Rob

    Same here, this is what they need. And it’ll give apple some good healthy competition which will only be good for us

    • Rowan09

      This does nothing. Google owned Motorola and they made Android devices. This won’t mean anything new or exclusive.

      • you’re just wrong. you’re not getting the concept.
        with motorola they bought a company and allowed it to crank out a phone of its own design/choosing with android. a competitor to other androids.

        this is diferent

        this is a phone made, from the ground up, by google themselves.

      • Rowan09

        So please tell me what’s going to be different from the Nexus? Is Google now going to design their processors, etc? Come on man this is a market Google shouldn’t enter its too competitive. It’s better for them to just keep on providing the OS.

      • you may turn out to be right – google could really fumble this ball in a big way by just becoming another “also ran” in the android market. if they do that, then you’re right.

        however, if they take the high end path and leave the low budget phones to the rest of the world then they’re likely going to win in a fantastic way

      • Rowan09

        No they won’t because they have to now educate people on why their branded device is better than Samsung, LG, etc not even Apple. Google would be competing with other Android devices and Apple on the bottom of the list. Google only cares about pushing services and rightfully so, so the price wouldn’t be expensive due to their business model.

  • leart

    nexus 5x was bad or at least one friend of mine said, a crazy fan of android, he regretted updating from the 4 .. maybe this time google is going to do something “different” 😀

  • Rowan09

    This is pretty pointless the biggest selling Androids are not Nexus devices so because it’s labeled a Google phone it’s now going to be top selling? Google should stay away from this unless it’s the modular phone they are planning on releasing, it won’t do anything at all for them. I’ve said it for a while now, Android is becoming less open and IOS is becoming more like the Android of old.

  • 5723alex .

    So another Android version to help fragmentation ?

  • Will Google implement Google-made smartphone with a stylus?

  • you guys just aren’t getting it.

    the prior “google branded” phones were not google phones or tablets at all. they were comissioned by google to be made, but that’s where it ended.

    with this, google will put their hands directly into the device… like apple does, and marry the hardware and software.

    they will then brand this as the “go to/top of the line” android type phone.

    they are, in essence, making a google android version of an iphone. at least that’s what the reports seem to indicate.

    • gqukyo

      give it up, they just don’t get it… lol

    • James G

      I think some people “get it” but just don’t think it’s a successful venture for Google. They’re not a hardware company, and don’t have years of experience designing, manufacturing, and distributing hardware.

      Maybe they’ll be successful, and that would result in improved competition in the marketplace (which is ideal) but I doubt it.

  • Lizmay

    Will never join the evil google. Went google free years ago and have never looked back. So many better and less invasive applications out there than googles spy/malware.