Monday, February 1, 2016

Google wants full control over its Nexus line (like Apple)

Looks like we may be entering a new era for Nexus devices. Google seems to be tired of simply partnering up with LG, Huawei and the like, and wants to have full control over it's devices, like Apple does.

It's hard to remember that the Android revolution began with a single Nexus device, and it took many months until we got one other Android device, and then the next, and the next... to the point that there are now billions around the world, everywhere you look.

The relationship of Google with manufacturers wasn't/isn't easy. Devices like the Nexus 7, Nexus 5 and Nexus 5 prove to be a huge success, in large parte due to its highly competitive price - but for each Nexus device sold, there was less device sold by their partners. Something they fixed with the much more expensive Nexus 6, and the new 5X and 6P - which have already dropped their prices several times in just a couple of months.

Now, it seems Google wants to break free of that messy relationship and take full control over the Nexus line, just like it does with the Chromebook Pixel line. The Android platform is now too big for manufacturers to back down from it, even if they don't appreciate what Google is doing, and that means Google is free to launch their own devices.

With the low end taken care of by dozens of manufacturers, the main goal will undoubtedly be the high end range, to make Apple "hurt". And to achieve that Google needs only create an amazing high-end device and sale it at cost, as they really don't need to profit from it (directly). The issue is that such a device wouldn't just hurt Apple, but all the Android device manufacturers as well- though it would be time for them to realize users are getting tired of buying devices that rarely see an official update.

Let's see how this new Nexus course will go... and how it will pan out.

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