Google unveiled a whole bunch of new hardware today, including the Pixel Phone, Google Home, Google WiFi, Chromecast Ultra, and Daydream VR. But one of the most significant things about these new devices is that Google never mentioned the manufacturers who helped build any of them.
While Google is best known as a software company, Google has released a few hardware products under its own name including Pixel Chromebooks, the Pixel C tablet, and its Chromecast products.
But up until now the company has never released its own smartphones… not really. Sure, there were the Google Nexus phones, but those were always pretty clearly designed in partnership with companies like HTC, LG, Samsung, and Huawei. Now it looks like the Nexus era is coming to an end.
It’s been pretty widely reported that the Pixel and Pixel XL smartphones were built by HTC. But Google is selling them under its own brand name and the HTC logo is nowhere to be seen on either phone.
The Verge reports that Google currently has “no plans” for any new Nexus devices, which suggests that this will be the model going forward for any new hardware from Google. It’ll either be designed and built in-house, or Google will work with a (somewhat) anonymous hardware partner and slap only its own name on the finished product.
So don’t expect to see any new Nexus phones, tablets, or Nexus Player devices in the near future.
Google hasn’t necessarily ruled out returning to the Nexus model in the future. But it seems like the company is reasonably confident that it can sell its own phones at this point without stepping on the toes of companies like Samsung, LG, and HTC which also sell Android phones.
Whether customers are willing to spend $649 – $829 on Google Pixel phones remains to be seen. Sure, that’s about what you’d pay for a top-of-the-line unlocked phone from other device makers, but in some markets (including the US), there are plenty of options for cheaper smartphones with decent specs these days. And although it’s not true that all previous Nexus phones were relatively inexpensive, they sort have a reputation as being cheaper than competing phones (because some models have been).
Google is offering financing options for its Pixel phones, along with anything else the company sells that’s priced at $149 or higher.
Google’s new(ish) move to sell hardware under its own brand doesn’t stop with smartphones. The company had partnered with Asus and TP-Link to sell OnHub wireless routers in the past, but this year Google is introducing its own system called Google WiFi.
And while the Daydream virtual reality platform is open for anyone who wants to make compatible headsets, Google will be selling its own DayDream View headset for $79. And then there’s Google Home, a $129 Amazon Echo-like device that taps into Google Assistant.
Overall Google seems to be taking a more Apple-like approach to hardware than it had in the past: want the best way to experience Google’s software? Then buy Google’s hardware. But unlike Apple, Google continues to make its software available for other phone, tablet, and connected device makers to use which means that Google’s hardware won’t be the only hardware that can interact with the company’s software ecosystem.
Update: Just in case it wasn’t clear that Google’s going all-in on its new hardware, the company has removed the Nexus 5X, Nexus 6P, and a bunch of other devices from the Google Store. The company is also promising to continue supporting its Nexus products… at least for now.
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I think the pricing of the phones is about two things.
1. Make more money.
2. Don’t give the impression that the phones are a good product in consideration of their cheap price. Make the statement that they are as good as the market leader and can meet them on their own terms.
I agree on the first point, but I don’t think there is a perception that nexus phones are only good because they are cheap but more a perception that nexus phones can be nearly as good as other phones for half the price. This probably was causing concern for companies like Samsung because consumers were willing to trim out a little luxury to save 300 bucks.
I would say more Microsoft-like – taking more control of its hardware, and positioning it at the high end – whilst still providing its platform for other manufacturers.
In terms of not mentioning the manufacturers, I note that it’s not like they ever seemed to get anything in return for this: I never once saw manufacturers advertising their Nexuses, instead preferring to push their own flagships. And I don’t think people bought Nexuses because of the brandname of the manufacturer (because if they wanted that, again, they could just buy the manufacturer’s other devices anyway).
I wonder if the promise of support will be different on Pixel phones
If they’re serious about competing with Apple in this space, it will be.
I think I will just stick with my Nexus phone instead of spending +$650 on a new Pixel phone…. Oh wait, my Nexus phone is slower than when I purchased the phone, even though it has 2gb of RAM and newer software, plus some apps are no longer supported.. Strange, this never happened with computers. Google has murdered peoples wallets! Apple will take control of their bank accounts! Time for a real heist! Make sure your next phone has a deca-core processor and 10gb of RAM if you want to text and read Twitter in 2018. You have been warned
My Nexus 5 is still chuggin along and everything seems to be working fine.
Can you get Allo or Duo?
I also got a Nexus 5 with Allo and Duo. The problem is though that I won’t get Android 7 (official). So the life of a Nexus Phone used to be about 1-2 years (Nexus 5 was released in 2014). Compared to this my old iPad still gets updates since iOS 5( now 10 :))
Nexus 5 came out in 2013
anyway, both my Nexus 5 and iPad Mini 2 were released in 2013, but only the iPad continues to get updates
How come I can’t get Allo or Duo on my Nexus 7? Your ipad probably runs slow on io10. What is official Android 7? How come I can’t get Allo or Duo on my Nexus 7? Thanks
Android 7 is not supported on Nexus 7 (2013) either. Have a look at this article https://goo.gl/VQxhEq. I got Allo and Duo on Nexus 5 because I’ve subscribed on their site to be notified when they will get released. iOS 10 is running OK, just that it opens apps a little bit slowly than before, BUT is important that at least I get the latest OS version and all apps are working
Can you post the link where I can subscribe and get Allo and Duo on my Nexus 7?
I have subscribed before the apps were launched, on their site, but now they seem to be available already. https://allo.google.com/ and https://duo.google.com/.
Both say “Your device isn’t compatible with this version.” Why is that? It is a new Nexus 7
Another change no doubt by Googles new CFO who is on a mission to improve Googles proift
This isn’t so much to improve profit, its to actually make a profit.
The Nexus program was a loss-leader product for Google. They are trying to transition into a profitable product now.
Doomed to fail
Hey Brad,
OFF: Quick tip, might or might not work for you: How about adding the text [Video] to the title of your posts which contain a video, like that other site (https://9to5mac.com/) does? It’s not that I’m not clicking on posts which do not contain a video, heck, if it has an interesting title, and does not have a video, it makes me curious! On the other hand, I download all the newsworthy short videos during the day or week, then binge-watch them together.
ON: About the Google event: Where is the tablet? Is anyone at Google or in Android land still cares about tablets?
I sometimes do this when I have an original video, but don’t see the point when I’m just embedding a video created by someone else, like the promotional videos in today’s Google-related stories.
Of course, you can also keep up with our latest original videos by subscribing to our YouTube channel: https://youtube.com/c/liliputi…
Thanks for the quick answer, I thought you were on some US time zone, like Philly. Early morning/late night there.
Yes, the percentage of original/3rd party videos greatly differ on 9to5Mac/Liliputing, they still put the [Video] sign in the title when they insert a 3rd party video as well. Of course, there are no clear cut rules for this, you decide! 🙂
I’m in Philly, but I also happened to be awake at 5am this morning 🙂