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Annoyed With Apple, Google Craves Its Own Smartphone: Alphabet Inc (GOOGL)

Alphabet Inc (GOOG) Google

Alphabet Inc –owned Google’s interest in building a phone, have long been claimed by reports over the last year. The search giant does have its own Nexus program to showcase the best the Android platform, but it does have to compromise somewhat on hardware by not directly impacting the engineering process. Now, a report claims, we may soon see a full-Google phone.

Alphabet Inc (GOOG) Google

Alphabet “annoyed” with Apple

In contrast, Apple always had tight and scrupulous control over both hardware and software of the device, and this is the reason why the iPhone is so successful. The search giant has clearly gone to huge lengths to make its own platform a good rival to the iOS, but it has always been difficult for the Alphabet firm to find the handset that better displayed the software’s capabilities.

Google’s effort led to many great choices being offered every year, but the compromises made by OEMs with their infamous carriers, “skins” and additional layer of bloatware pushed some users away frequently.

Google is “annoyed” at the iPhones perception of being the only “premium” offering on the market, says 9to5google citing an anonymous tip received earlier this year from an IP address located near Google’s campus. So, it appears, the search giant is pulling up its socks to compete with Apple.

Google wants full-control

On Sunday, a Telegraph report suggested that we might see a full-Google smartphone possibly by the end of the year despite CEO Sundar Pichai’s apparent shutdown of the rumor last month at Code Conference. At the Conference, the CEO stated that the search giant would still work with the third-party manufacturers.

Sources familiar with the matter told the British paper that the tech firm is in discussions with mobile operators about releasing a Google-branded phone to extend Google’s move into hardware. The sources further revealed that the new device – released by the end of the year – will see Google take more control over software, design and manufacture.

Is it possible?

It has been known that two “Nexus” devices are coming. One of then, dubbed “Sailfish” is allegedly built by HTC, and its specifications are already leaked. So it would be strange if the tech firm adds a third device to its portfolio. But it’s possible.

Previously, Alphabet Inc -owned firm has made hardware devices under the Pixel brand like the last year’s Pixel C tablet and the two Chromebook Pixels. This May’s I/O conference was the launch pad for Google’s foray into the home.

Also, Rick Osterloh joining the search giant to supervise the new hardware business, makes this argument even more convincing. There have also been talks that the tech giant wants to design its smartphone chips as well.

If we view all these rumors together, one may conclude that Alphabet Inc -owned firm is planning to ditch OEM branding on the next Nexus phones. But, nothing is official, so will have to wait for some time.

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Aman is MBA (Finance) with an experience on both marketing and Finance side. He has work as a Risk Analyst for AIR Worldwide, and is currently leading VeRa FinServ, a Financial Research firm. Favorite pastimes include watching science fiction movies, playing PC games and cricket.

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