Google Has “Apple Envy,” Wants More Control Over Nexus Devices

Google Has “Apple Envy,” Wants More Control Over Nexus Devices
Rodrigo Ghedin via Compfight cc
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Google’s Android has been plagued with fragmentation issues, but things are seemingly looking up for the better as the company wants a more Apple-like approach to its Nexus devices. According to a new report, Google has informed colleagues and partners about taking greater control over the development of Nexus units.


Google CEO, Sundar Pichai and his lieutenants will be changing the production process of Nexus phones, effectively reducing the amount of involvement hardware partners will have. According to The Information, Google will gain more control while OEMs like LG, Motorola, Samsung and Huawei will have less say.

The decision is in light of Google’s focus to create an ecosystem similar to Apple. The latter has been controlling iPhone manufacturing from top to bottom. Should Google pull it off, Android’s brand can gain a whole new value, possibly capturing the high end market better in the process. Apple has dominated that side of the spectrum and Google reportedly does not want to be at Apple’s mercy when it comes to monetizing such market.

According to Droid-Life, the launch of the Nexus 6P and 5X in 2015 has provided the groundwork suggesting that Google should follow Apple’s approach instead of partnering with other companies. The move will be similar to what the company is now doing with the Pixel C. Google designed and manufactured the product, taking control of the hardware design and software. It is 100 percent google. While the company sourced out other components like chips, RAMs and display, this allowed Google to brand the device as its own and without any other company.

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It is still unclear what will happen should Google push through with such efforts. Experts expressed that while limiting partner involvement will increase brand value, Google will need to invest more marketing dollars for the Nexus phones to become household names.