Earlier this week we reported Google is considering creating its own chipsets in order to standardize the hardware architecture of Nexus devices. Now, new rumours suggest the company wants to take this concept further by creating its own line of smartphones.
The challenges Google’s Android operating system experiences are well known. Since Google doesn’t have direct control over the hardware its partners create, the company’s mobile services are often put at a disadvantage.
Most Android device manufacturers preload non-Google services on their phones and create custom skins that alter Android significantly. While some of these changes to stock Android are great, others many veer from Google’s original vision for its mobile OS. Getting existing phones updated to the latest version of Android is often a struggle due to a reluctance to push out the latest OS by smartphone brands. Because of this, Google’s Nexus devices manufactured through partnerships with company’s such as LG and Huawei offer the most true android experience.
But it seems Google wants to take this concept one step further.
On the other side of the spectrum, Apple doesn’t run into these issues because the company controls the iPhone’s software and hardware. Microsoft is increasingly moving in this direction with its Surface lineup, and its upcoming Lumia smartphones. This is the situation Google wants for Android, according to a new rumour.
But this strategy could be risky for Google. Creating its own smartphones could damage its relationships with existing Android device manufacturers, as well as wireless carriers and regulators. Microsoft’s Surface line of Windows devices has not caused problems for the company because of its relatively small market share, but the scale of mobile devices means that Google could be directly encroaching on companies like Samsung’s profit margins.
Google has already previously attempted to manufacture its own smartphone through its two-year ownership stint of Motorola, which it sold last year to Lenovo.
Source: The Information